Viacom ( VIA.B) co-operating chief Tom Freston named Bob Bakish his operations deputy.

Freston's businesses include the New York media conglomerate's publishing, theatrical exhibition, music publishing, theme park, licensing and merchandising, and international cable network operations.

Freston, who along with Les Moonves took over for longtime Viacom exec Mel Karmazin at the beginning of last month, said Bakish would take the newly created position of executive vice president of operations. Bakish was executive vice president and chief operating officer for MTV Networks Advertising Sales.

Robb Chase, president and CEO of Famous Players, and Irwin Robinson, president of Famous Music, will report to Bakish. Tom McGrath, executive vice president of the Viacom Entertainment Group and president of Paramount Enterprises, will leave the company in the reorganization.

On Thursday, Viacom rose 17 cents to $34.24.