Oxygen Media co-founder Geraldine Laybourne will join Electronic Arts' Board of Directors, where she will help the company "create products for new audiences."
Until 2007, Laybourne led the Oxygen Media television network, which features programming targeting younger women, as chairman and CEO since she helped start the company in 2000 with talk show host Oprah Winfrey and several producers.
Prior to Oxygen Media, she worked at children's television network Nickelodeon for 16 years and served as president of Disney/ABC Cable Networks.
Laybourne's appointment comes as Electronic Arts announces a restructuring
of its casual business, folding the EA Casual label and its Hasbro partnership into its Sims label following the departure of EA Casual president Kathy Vrabeck.
"Gerry has an impressive background leading teams to conceptualize and launch revolutionary new entertainment properties," says Electronic Arts CEO John Riccitiello.
He continues, "Her experience with successful global media properties will be invaluable to EAís board as our company continues to create products for new audiences."