Roo Media continues to revamp, modify, enhance, just about anything it can to turn itself around. Today they announced the addition of three veteran media pros to their top ranks.

Bert Solivan, formerly a Senior Vice President at FOX News, has been named Executive Vice President and General Manager of ROO Media. Paula Balzer, former Chief Marketing Officer at Clear Channel Entertainment, has been appointed Chief Marketing Officer. Rick Gell, co-founder of one of the world’s largest private film archives, which was acquired by Bill Gates’ Corbis Corporation, has been appointed Chief Content Officer.

Roo has been focused on the B-to-B and enterprise space, leaving them mostly out of the ad revenue game. Expect the new brass to make some significant deals rather quickly to put a band-aid on the bleeding.

Roo’s stock (RGRP.OB) has been on a downward trajectory since reaching $4.49 in February. A string of weak earnings announcements and lack of any huge publisher deals has kept the the stock price under $3 since mid-April. OVW sources are optimistic about its turnaround, however. We’ll keep watching.

Also see:

Bleeding Continues at ROO

ROO Takes in Another $25mil

MTVU & ROO: Good for College Papers?

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