UPDATE 1-Telkom appoints Hedberg as CEO of Multi-Links

* Hedberg is former CEO of Cell C

* Hedberg viewed as turnaround expert

* Multi-Links seen EBITDA positive by 2010/11

(Adds details)

JOHANNESBURG, July 7 (Reuters) - South Africa's Telkom SA Ltd (TKGJ.J) has appointed Jeffrey Hedberg, the former CEO of cellular firm Cell C, to run and revamp its loss-making Nigerian private phone operator Multi-Links.

Telkom said in a statement Hedberg, an American who joined South Africa's No. 3 operator Cell C in 2006 with the mission of turning it around, would be charged with making Multi-Links EBITDA positive by the 2010/11 financial year.

"Turning around Multi-Links' performance is vital to Telkom given the extent of the Group's investment and the enormous opportunity the Nigerian market provides," CEO Reuben September said in a statement.

"We expect Multi-links to be EBITDA positive by 2010/11 and become cash flow positive by 2011/12," he added.

Multi-Links was touted as a big money-spinner when Telkom bought it two years ago thanks to Nigeria's vast untapped telecoms market. But it reported an EBITDA loss of 226 million rand ($28.38 million) in the year to end March and a net loss of 1.76 billion rand. (Reporting by Rebecca Harrison; Editing by Muchena Zigomo)