Despite it oft-rumoured that former Sunrise EP Adam Boland was attempting to get out of his contract at Seven in a bid to set up a breakfast show at Ten, today comes the news that Boland has dropped his legal action against Seven and taken on the position of Channel Sevens Director of Social Media and Strategy. Boland will also develop some pilot programs for Seven.

It will be interesting to see where his role as Director of Social Media and Strategy takes him. With  TV consumption already being driven by Social by so much of the audience already, this is a role that will only grow in importance. It’s actually refreshing to see that Seven have identified the value in deploying resources to engage with and evolve within this space.

The media release:

26 July 2011
Statement from Seven Network and Adam Boland

The Seven Network today announced that Adam Boland will be returning to the Network in a full-time position as Director of Social Media and Strategy.

He will also develop some pilot programmes for the Network. “I am pleased that this matter has been successfully resolved.  Now, let’s kick a few goals,” said Peter Meakin, Director of News and Public Affairs.  “Adam’s creative spark won’t be lost to Seven’s morning television programmes either, on which he will work as a consultant.”

Adam Boland said: “From time to time, families bicker.  But the reality is, I’ve always considered the people at Seven to be more than colleagues.  I’m excited to again be given new challenges.  I want to get back to having fun while working on what I see as new frontiers.”

Boland has withdrawn his legal action against the Network.