Rosenblum is expected to step down after more than 20 years on the job and will be replaced by Peter Roth, currently president of Warner Bros. Television.
Rosenblum's pending departure would come after Kevin Tsujihara came out on top of the jostling to replace outgoing Warner Chairman Barry Meyer, the newspaper said.
Roth's strengths lie in the development of new television series, such as "The Big Bang Theory," in contrast to Rosenblum's tough business acumen. The Reporter's source said Roth would report directly to Tsujihara and would have a formal close working relationship with Rosenblum's No. 2 man, Craig Hunegs, and Jeff Schlesinger, who is in charge of overseas international television sales.