Hollywood Reporter remaining true to brand in new platforms.

Howard Burns, editor of the Hollywood Reporter since 2001, has been promoted to editorial director as part of a reorganization of the brand's content operations by its parent, Dutch publisher and market research giant VNU NV.

Deputy editor and columnist Cynthia Littleton, who has been with the trade publication since 1999, will move into the editor's chair.

VNU said earlier this month that it had agreed to be acquired by a group of six private equity firms--including Blackstone Group and Carlyle Group--for about $9 billion in cash.

As the venerable entertainment industry trade publication expands into broadcast and new media platforms, Burns said his job would be not only to develop new branded Hollywood Reporter products but also to make sure that the initiatives stay aligned with the Reporter's core mission.

One example is the weekly TV show airing on the Starz premium movie network called "Starz the Hollywood Reporter," which launched in January. The show features reporters and industry figures commenting on the week's entertainment business news. Burns said that it's important that the show maintain its business focus as opposed to becoming just another celebrity-focused TV magazine.

"There is a definite need to maintain the integrity of the mother ship as we expand into other platforms," he said.

In a related VNU move, Matthew King has been named group vice president of content and audience for VNU Business Media's film and performing arts group. He'll be directing editorial strategy not only for the Reporter but also Back Stage and Amusement Business magazines.