The appointment comes as Hirsch, formerly Gil Formats’ VP of marketing and sales, departs the Israeli sales house to become head of programs and acquisition at Keshet Broadcasting, charged with overseeing the production of all original programming and formats acquisition.
Avichzer-Meiri most recently served as Hirsch’s second-in-command for the past year and will now report directly to Gil Formats CEO Assaf Gil.
Avichzer-Meiri first cut her teeth in the television industry at E! Entertainment in Los Angeles before returning to Israel in 2009 to focus on the TV content arena. There, she held both executive and creative titles on such Israeli series as The Voice , One Born Every Minute, 4 Weddings and Living in La La Land.
The Israeli sales firm is focused on the distribution of unscripted content for traditional platforms.