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UBS Warburg

said Thursday it has hired

Morgan Stanley Dean Witter's

Jeffrey Sine to head its technology, media and telecom group.

Sine, who has been with Morgan Stanley since 1986, was global co-head of its media and communications investment banking group. At Morgan Stanley, he advised

Time Warner

in its merger with

AOL

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and represented

Viacom

(VIA)

in its merger with

CBS

and on the sale of

Simon & Schuster

.

At UBS Warburg, Sine also will be a managing director and vice chairman of the investment banking department.