HitFix (www.HitFix.com), one of the fastest growing film, TV and entertainment sites online, announced today that Alex Boyce, former General Manager of Digital for The Hollywood Reporter, has been hired as Senior Vice President of Business Development and Strategy.

"Alex has a proven track record of driving growth and delivering value for online businesses. The addition of Alex to the senior management team will enhance HitFix's strong position in the entertainment arena," added CEO and co-founder, Jennifer Sargent.

Boyce's new role will focus on developing partnerships and strategies for HitFix's distribution and brand across all platforms. He will report directly to Sargent.

In 2010 Boyce led the online re-launch of The Hollywood Reporter, serving as General Manager of Digital and overseeing product development, advertising strategy, partnerships, mobile products and had overall project accountability. During his tenure at THR, Boyce helped increase traffic and revenue to the THR website.

Prior to joining THR, Alex led an advertising strategy team within IAC/InterActiveCorp. His team focused on effectively monetizing high-value opportunities/clients across a sub-set of the IAC portfolio including Ticketmaster, Evite, Citysearch and Match.com.

"I am thrilled to be joining the HitFix team," says Boyce. "The positive growth trajectory of the site combined with the deep roster of editorial talent has positioned the company as a true force to be reckoned with in the entertainment news space."

About HitFix

Co-founded by Gregory Ellwood and Jennifer Sargent, HitFix is the ultimate destination for 18-34 year olds to discover what's next in entertainment news and events. HitFix calls on the talents of renowned entertainment commentators and journalists such as Alan Sepinwall, Drew McWeeny, Daniel Fienberg, Melinda Newman and Kris Tapley to produce wide-ranging news, interviews and commentary on all aspects of entertainment. The site reaches more than 2.5 million unique users each month and is designed for an 18-34 year old demographic. For more information visit www.HitFix.com, www.twitter.com/hitfix, www.facebook.com/hitfix or www.youtube.com/hitfix.