Sling Media Inc. has hired two execs late of the MTV world to head up its newly-formed Entertainment Group: Jason Hirschhorn, who serves as president of the unit; and Benjamin White, the division's new chief creative officer.

The new division, to be based in New York City, will be responsible "for creating next-generation entertainment experiences for the Slingbox community and beyond," the company said. The unit is also charged with managing Sling's collaborations with content creators, distributors and advertisers.

Hirschhorn most recently was a founding partner at TripleH Media Advisors, a digital media consultancy. Before that, he was chief digital officer at MTV Networks, where he helmed the company's media business and interactive strategy.

White joins Sling after serving as VP of digital media at MTV, managing the company's brand for the digital side of the business. During his time there, he oversaw the launch of the broadband-centric MTV Overdrive service.

"Jason and Ben were some of the key leaders behind MTV's expansion into the online world and the combination of their experience and forward thinking adds a powerful new dimension to Sling Media," said Sling Media CEO Blake Krikorian, in a release.