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Verizon Communications has hired a former cable TV executive to shape its video over fiber strategy.

Terry Denson, formerly of Insight Communications, MTV Networks and ABC, joined the Baby Bell as vice president of video programming and content marketing.

It's a first-of-its-kind position for the phone company and another signal that its fiber-to-the-premises/'>premises (FTTP) push is significantly more than a limited trial of new technology.

Though it's starting its rollout with high-speed Internet access, a key reason Verizon is investing in FTTP is its ability to carry television programming -- a hole in its bundled communications offerings.

Verizon's moves are forcing other telecoms to examine the emerging technology as a way to better compete with cable giants like Comcast and Time Warner Cable.

Denson has plenty to do before Verizon's limited launch of video over FTTP next year and his job description reflects that.

According to Verizon, Denson will guide video product packaging, pricing and marketing; video content acquisition and distribution; and customer acquisition and retention.

Terry will broaden our insights and refine our strategies to leverage the services we provide, be they traditional or non-traditional, including TV over Internet protocol, Marilyn O'Connell, Verizon's senior vice president of broadband solutions, said in a statement.

At Insight, the ninth-largest cable provider, Denson served as vice president of programming. Previously, he was director of business development and affiliate sales and marketing for MTV Networks and was a general attorney for ABC.

In related news on Wednesday, FCC Chairman Michael Powell reportedly recognized the issue of video over telecom broadband, however he noted that it's unclear what regulations might apply to the technology, according to Reuters.