Article: For SportSouth TV executive, job comes naturally.

Byline: Scott Leith

Dec. 10--Last year, Fox Sports Networks asked Jeff Genthner to move up from his job running FSN Florida to take charge of Atlanta-based FSN South, the largest regional sports network in the country.

Then, in February, came news that would reshape an already big job. Fox Cable Networks, a unit of media behemoth News Corp., had agreed to buy Turner South from Time Warner for $375 million. Turner South came with a big subscriber base but a hodge-podge of major issues to solve, from how to remake the network as an all-sports operation to what to call it.

Enter SportSouth and, with it, a daunting challenge for Genthner.

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