Bornstein has been serving as a consultant and media advisor to the NFL on media negotiations since September having previously served as president and CEO of ESPN.
Bornstein's appointment comes after he helped to renegotiate the renewal of the NFL's contract with satellite pay-TV platform DirecTV for the out-of-market regular-season games in a $400million per year deal.
Among Bornstein's responsibilities will be to put together an affiliate sales team to sell the ad-supported NFL Channel package to cable systems.
While the network won't feature any live games, it's schedule will include interview programmes, player profiles and archive content from NFL Films.
The relationship between sport and the broadcast market is just one of the topics to be discussed at the industry's top conference to be staged in Madrid next year.
SportAccord takes place between May 12-16, 2003, with a full day of the conference devoted to the topic of 'Sport and Broadcast'.
For full details of the conference, click on the link below to check out the official conference website.
