Michael Moore, a top executive at parent Allbritton Communications Co., yesterday was named president of WJLA-TV, effective Feb. 1 ...

John Long, vice president and director of sales for Channel 7, was promoted to executive vice president and general manager of the station ...

Tom Cookerly, who has been president and GM of Seven for the past 16 years, last month was named president of Allco Corp., an Allbritton Communications subsidiary responsible for station acquisitions ...

Cookerly remains president of the Broadcast Division of Allbritton, whose TV holdings, besides WJLA, include stations in Little Rock, Ark.; Tulsa; Lynchburg, Va.; and Charleston, S.C. ...

With the reorganization, Moore will be responsible for management and oversight; Long will take over the day-to-day operation of the station, with both managing long-range planning ...

Announcing the changes, Cookerly said yesterday, "It was decided that two could do a better job now -- these are complex times in the TV business, we're in a very competitive market and Mike and John bring different skills to the job ...

"I'm delighted they will be shaping WJLA's destiny. {The station} has a tremendous future and I'm certain that Mike and John are the right people to lead the station to new horizons" ...

Moore has been associated with Allbritton since 1977, when he joined the entrepreneur's Houston bank staff as controller. He later served in key financial roles for Allbritton enterprises in Great Britain and Luxembourg. He also served as president and CEO of the Trenton (N.J.) Times Corp. as well as head of Allbritton's five-daily-newspaper group. He began his business career in 1974 in the Office of the Comptroller of the Currency in Washington ...

Most recently Moore, 43, has been executive vice president and director of Allbritton Communications, working in the station acquisition area at Allco. As the new president of Allco, Cookerly is expected to take over Moore's duties ...

Long, 39, said yesterday he will begin a search immediately for his replacement as director of sales and will continue to run the department in the meantime. He first joined WJLA in 1972 as an account executive, moving up to local sales manager and then general sales manager in 1980. He left WJLA for two years to become involved in a private manufacturing enterprise and then as vice president and GM of Wetacom, the for-profit subsididary of WETA-TV, rejoining WJLA in 1982 as director of sales ...

Neither of the two new executives yesterday foresaw any immediate changes in Seven's operation. "It's too early for visions," Moore joked yesterday ...

"After 16 years on the job, Tom's got a nice, well-oiled machine operating here," said Long. "It's just a question of keeping the station pointed in the right direction. Yet everybody here understands that you'd have to be a fool not to realize there are changes going on in the industry and that the future is going to be a challenge" ...

Since Cookerly announced his move up in the Allbritton organization last Dec. 8, speculation had centered on Long as a candidate for general manager ...

A CBS Loss

Frank FitzPatrick, director of administration for the CBS News Washington bureau and a 36-year veteran of the network, died yesterday at Sibley Memorial Hospital after a brief illness. He was 60 ...

Mr. FitzPatrick joined CBS News in New York in 1952 and came to the Washington bureau 10 years later. He was a remote producer for many of the key space launches, including Apollo XI's historic trip to the moon. He resided in Bethesda ...

Washington bureau chief Joe Peyronnin yesterday described Mr. FitzPatrick as a "sensitive, caring colleague." He is survived by his wife Mary, son Kevin and daughter Catherine ...

Also in the News

Channel 5 viewers contributed more than $300,000 over Saturday night and much of Sunday to the live "Star-athon 88" for the benefit of the United Cerebral Palsy Association ...

A final tally will not be available until sometime today, according to a station spokesman, but "calls were still pouring in after the telethon went off the air at 6 p.m. Sunday." Susan O'Malley added that the weekend total was sure to exceed Five's 1987 figure for the telethon ...

The 10th annual fund-raising event raised more than $21 million on 84 stations around the country over a 21-hour period, according to UCPA chairman Leonard Goldenson, former chairman of ABC Inc. ...

Goldenson said more than $163 million has been raised to fight the disability over the 10 years of the national telethon. An estimated 700,000 Americans, including 6,000 babies born each year, are afflicted with cerebral palsy ...

In Other News

Bob Roy has been named senior broadcast producer of "ABC World News Tonight With Peter Jennings." He replaces Stu Schwartz in what is expected to be the first of several changes on the WNT staff under the regime of new executive producer Paul Friedman, who recently replaced Bill Lord ...

Roy had been executive producer of "World News This Morning" and the "Good Morning America" news broadcasts in New York since 1984 ...

Schwartz moved to WNT from "Nightline" about four years ago with Lord when the latter was promoted from executive producer of the late night show to executive producer of WNT ...

Both Lord and Schwartz are discussing future assignments in the News division ...

ACE Awards

Home Box Office, with the help of Robin Williams' comedy special and "The Hitchhiker" series, walked off with the bulk of the prizes at the ninth annual ACE Awards honoring cable television in Los Angeles Sunday night ...

HBO took 15 of the 35 awards presented, while the Arts & Entertainment cable network finished second with five, followed by Showtime in third with three and Superstation TBS and the Disney Channel tied with two apiece ...

The Maryland-based Discovery Channel received the industry's highest honor for its week-long experiment last year during which it carried live Soviet TV. "Russia Live From the Inside" featured news programs, cartoons, rock videos, game shows and movies with English subtitles ...

Williams took three ACEs -- for best comedy special, performance and writing in a comedy special for HBO's "On Location: Robin Williams -- An Evening at the Met" ...

"The Hitchhiker" won awards for best dramatic actor (Timothy Bottoms), writing and directing ...

Washington's very own Larry King was named best program interviewer for CNN's "Larry King Live" ...

Among other key winners: Barbara Baxter as best actress in a dramatic series for "Alfred Hitchcock Presents: Conversation Over a Corpse" on USA Network ...

John Gielgud and Googie Withers, stars of A&E's "Time After Time," won top acting awards for movie or miniseries, and the cable network's "Hotel du Lac" was named the top movie or miniseries ...

Lucy Webb of HBO's "Not Necessarily the News" was named best actress in a comedy series and Paul Eddington of A&E's "Yes, Prime Minister" was named best comic actor in a series ...

"Blackadder II" on A&E was named best comedy series ...

Top dramatic special was "HBO Showcase: Conspiracy: The Trial of the Chicago 8," and the best music special was Showtime's "Paul Simon's Graceland: The African Concert" ...

The ACE awards were established when cable programs and performers were excluded from broadcast TV's Emmy Awards ...

In November, however, the Academy of Television Arts and Sciences announced that original primetime cable shows that reach more than 50 percent of TV households may compete in the 40th annual primetime Emmy Awards to be aired in August on Fox Broadcasting ...

The winners were chosen by the 1,540 members of the National Academy of Cable Programming "to promote excellence in cable TV programming" ...