Musk names ex-NBCUniversal ad chief as new Twitter CEO

US business magnate Elon Musk has named former NBCUniversal advertising head Linda Yaccarino as the new chief executive for social media platform Twitter.

Musk announced the appointment on Twitter on Friday and said he is excited to welcome Yaccarino as the new CEO of the platform.

He said she will focus primarily on business operations, while he focuses on product design and new technology.

He also said he was looking forward to working with Yaccarino to transform the platform into X, the everything app.

US media say Yaccarino spent more than a decade at the media and entertainment powerhouse NBCU, and was a key figure in the launch of its ad-supported streaming service.

Ad sales once accounted for about 90 percent of Twitter's revenue. But after Musk's takeover, many major companies stopped advertising, partly because of an increase in hate speech on the platform.

Musk apparently decided to hire Yaccarino in a bid to reverse the decline in advertising revenue.