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Mr. Callahan's television station division has been in heated negotiations over retransmission rights with Time Warner Cable.
The three NBC executives cited a conflict with the head of the NBC station division, Jay Ireland, as one reason for Mr. Swanson's decision.
"Dennis is going to come at us with everything he's got," one NBC station division executive said, speaking on condition of anonymity.
One executive said Mr. Ireland, who came to the station division after a career in G.E.'s plastics division, was inexperienced in television and did not accord Mr. Swanson the respect he deserved.
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Mr. Sassa joined NBC in 1997 as president of its stations division.
Mrs. Goodnow, 38, is a vice president for interactive product development in the television stations division of NBC in New York.
Someone with formal corporate training, like a person from ABC's stations division, would most likely forecast a decision to manage costs in the short term, he said.
Mr. Sassa previously ran the network's stations division, and he has also been a continuing presence in all the East Coast-based management planning meetings at NBC.
Hill said one of the crucial elements to making the new deal was the growth of its owned and operated stations division.
Among the networks, CBS has long had the poorest performance from its stations division, the area that is traditionally the most profitable for networks.
His lengthy résumé includes six years as president of Discovery Networks and a 20-year run at CBS, where his positions included president of the television stations division.
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