CORE Media Group, a newly branded version of the company formerly known as CKx, announced its launch Thursday.

Some of CORE Media Group’s key assets include American Idol, So You Think You Can Dance, Elvis Presley Enterprises and Muhammad Ali Enterprises.

“With an increasing demand for original programming on traditional broadcast and cable television, as well as the proliferation of digital distribution platforms with their own original content needs, there has never been a better time to be a creator and owner of content,” says Marc Graboff, president, CORE Media Group. “We have an extraordinary base of existing assets and an infrastructure that makes us uniquely suited to exploit our intellectual property across all revenue streams, including licensing, merchandising and integrated marketing.  Our mandate is to grow the assets we have, and cultivate new ones, to become a real presence as a platform agnostic producer and owner of content.”

As part of the announcement, Graboff also named four new executives who would join him on the management team.

Peter Hurwitz will be executive vice president, general counsel of CORE Media Group. Hurwitz came from Martha Stewart Omnimedia, where he oversaw all business and legal affairs for the multi-media company, and played a lead role in structuring and negotiating the launch of existing and new programming on Hallmark Channel. 

Kay Straky will take on the role of executive vice president, human resources. She previously worked at Relativity Media where she was responsible for developing and implementing strategic HR programs, policies and process to support the company’s strategic vision and growth targets.

Matt Apfel joins as chief digital officer. Prior to coming to CORE Media, he was a member of the original programming team at OgilvyEntertainment.

Jason Morey will serve as executive vice president and worldwide head of music for 19 Entertainment. (19 Entertainment is CORE Media Group’s creative production, recording, touring and artist management arm.) Morey served previously as president of Morey Management Group.

 These newly-named executives join CORE Media Group chief financial officer Tom Benson and chief marketing officer Chris Gannett, both of whom were previously with CKx. 

“Our focus now is to take CORE to the next level.  This means everything from creative content, and new means of distribution to changing the way we partner with sponsors, producers and artists to grow our business,” says Graboff. “These executives have the broad institutional knowledge combined with a deep understanding of how to accomplish all of our goals, and I am thrilled to welcome them to CORE.”