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Former Showtime exec Mark Greenberg has emerged as a frontrunner to head up the as-yet-unnamed pay cabler from Viacom, MGM and Lionsgate.

BusinessWeek first reported Tuesday that Greenberg is expected to be named CEO of the operation, which will launch with theatricals from the three companies as well as original fare.

Greenberg spent 17 years at Showtime, working in marketing, sales and affiliate relations -- functions critical to the new channel's launch. Exec, whose resume also includes a stint at pay TV behemoth HBO, left Showtime in March 2006 after clashing with cabler CEO Matt Blank, the magazine said.

Viacom declined comment on the Greenberg report, while Greenberg would not return calls. But sources familiar with the new channel said they believed there was validity to the rumors.