In September, it was reported NBC hacky sack and Jeff Immelt favorite Beth Comstock was going to be tossed back upstairs to GE after a quick run as NBC's "integrated media" chief. Now, the move is official: Comstock will become the head of marketing and digital media for GE, which means she's going to be heavily involved in the Beijing Olympics, which GE's units are thoroughly ingrained in.

Some wondered whether she would survive the company's churn, or just be punished, for the disaster that is iVillage (and its attempts at synergy). Turns out, she's being given a veritable promotion, and the move was carefully orchestrated to look like one. But that doesn't mean everyone has faith: While Comstock has racked up a few digital achievements (helping launch Hulu.com, which is still too young to call a success) and GE is on target to meet its goal of $1 billion in digital revenues, plenty of folks aren't willing to forgive her rife-with-mistakes learning-on-the-job way of doing things.

Comstock's exit, and the dissolution of her position, leaves three players in her wake, all reporting to CEO Jeff Zucker: network sales chief Mike Pilot takes over research; Universal Television president Jeff Gaspin takes over iVillage; and biz dev chief Salil Mehta will run digital strategy.