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Pepsi Exec to take over DirecTV

michael whiteDirecTV has hired Michael White as its upcoming president and CEO, replacing Chase Carey.  White is currently PepsiCo International’s CEO but stated in September that he would retire from his position at the end of 2009.  Immediately after that, he will assume his leadership role for DirecTV on January 1, 2010.

White has experience with senior positions:  executive vice president of Frito-Lay North America, CFO Pepsi-Cola Company worldwide, CFO of PepsiCo, and CFO of FLNA.  During his tenure at Pepsi, he led the international business area to numerous acquisitions, including the pending agreements to acquire the company’s two largest bottlers.  He has also worked for Avon Products, Bain, and Arthur Anderson & Co.

In a recent statement, White says, “This is an exciting time to be taking the reins at DirecTV.  It’s a great company with the best television service and a strong brand, offering plenty of opportunities and challenges and I can’t wait to meet both head on.  I look forward to working with the talented management team and employees as we continue to grow the business, delight the customer and further distance DirecTV’s leadership position.”  DirecTV will now turn to his leadership and wisdom to play catch-up to DISH Network.  While they aren’t far behind in the satellite television race, you never want to be second fiddle.  White will have to draw on his business savvy to broker new deals with companies, as well as prepare DirecTV for new directions in the industry.  He seems perfect for the job seeing as how he has experience with the ongoing Pepsi-Coca Cola feud.  Now he just has to translate the carbonated water to satellite entertainment.

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