Paramount rings up mobile unit
Studio aims to distribute content via phone
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Headed by senior veep of mobile and interactive Sandi Isaacs, who also oversees the studio's videogame activities, the unit has tapped three execs to help Par expand its mobile efforts globally.
Madeline Herdrich, formerly senior director of consumer business development at AT&T, has been named VP of mobile in North America. Pradeep Mittur, who worked on mobile entertainment at Disney, has been named VP of mobile for Asia Pacific. Giovanni Marcuca has been named director of mobile for Europe, Middle East and Africa. He comes from Sony Pictures, where he oversaw the studio's direct-to-consumer mobile efforts.
"With leaders from the mobile entertainment industry strategically located in key regions throughout the world, we now have the ability to directly distribute our mobile content to consumers via carriers and leading aggregators," Isaacs explained.
The execs will be reaching out on behalf of Paramount at this week's 3GSM mobile business confab in Barcelona.
Par already has partnerships with Verizon, AT&T, T Mobile, Nokia and several other mobile carriers and device companies.
Mobile unit is part of Paramount Digital Entertainment. Headed by prexy Thomas Lesinski, it oversees all of the studio's digital businesses.
