A former production executive for the company, Friedman's promotion marks a shift toward more reality television programming, which he helped bring tot he network.
The network recently announced a series of "inspirational" reality shows, including "The Moment," expected to air this fall, in which Super Bowl MVP Kurt Warner helps people achieve dreams like becoming a race car driver or deep sea diver after abandoning them to work 9-to-5 jobs.
Other reality pilots it's looking at include include "Bride or Best Man" in which a groom and best man try to plan a wedding, and the competition "Romancing the Globe," in which contestants look for love all over the world.
"As we expand our originals to include reality, this is the perfect time to add an experienced alternative production executive to the USA team," Mark Binke, Universal's senior vice president of cable and digital production, said in a statement.
USA recently announced the pilot pick-up of "Bride or Best Man," along with the the new series "Romancing the Globe." These follow the announcement of the pilots for two other series, "The Choir" and "The Moment."
Friedman previously produced Morningstar Entertainment, where he oversaw production for numerous shows on A&E Network, Spike TV, The History Channel and The Travel Channel. He also served as vice president of production finance for Twentieth Television, overseeing budgets and production for pilots and series, including the popular "America's Most Wanted" and "Divorce Court.'
A graduate of the elite American Film Institute, Friedman also produced an award-winning short called "Colored Balloons" and also helped develop video games for GTE Interactive.
