HEROES director and comics veteran Jeph Loeb has been hired by Marvel to head its new TV division, reports VARIETY. In the post of EVP, he will head up the development of live-action and animated TV shows, as well as direct-to-DVD films, based on the company's library of 5,000 characters.

Since the company was acquired by Disney, Marvel has worked with its parent company to expand into new areas as ways to exploit their library. TV is seen has a good launching pad for lesser-known characters.

Loeb's other film and TV credits include writing for SMALLVILLE and LOST, as well as the feature films COMMANDO and TEEN WOLF. He has become a legend in the world of comics with popular runs on such titles as Iron Man, Captain America, Hulk, Daredevil, Spider-Man and the X-Men.

Loeb's boss will be Dan Buckley, Marvel publisher and president of print, animation and digital.