QMI Content, Quebecor Media’s recently launched division focused on creating, developing and acquiring content, has unveiled four new executive appointments.

Sylvie Tremblay joins the division as senior director of fiction and entertainment. Tremblay first joined Quebecor’s TVA programming team in 2001 as director of acquisitions.

Lucie Quenneville takes the role of “strategic watch and content research director.” Quenneville, a former VP of programming for Quebecor’s V Network, more recently was the senior director in the launch of Quebecor’s Illico On Demand Platform.

And Sonia Thibault is appointed director of magazine, documentary and youth content. Thibault, who has worked as acquisitions manager for TVA Group’s specialties since 2010, previously worked as an international sales exec at Distributions La Fête, VP of Muse Distribution, and at the NFB.

Elsewhere, Christine Maestracci is named as director of entertainment and multiplatform content. Maestracci has worked at Quebecor since 2003, when she joined the company as director of legal affairs before becoming Videotron’s director of business relations and contractual agreements in 2011. She will report to Tremblay.

QMI Content was launched in February as a one-stop production and distribution hub for Quebecor Media’s broadcast and online units, including TVA and V, among others.