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Paramount Pictures Creates Mobile Entertainment Unit


Paramount Mobile Entertainment Announces Senior Management Team, Key Partnerships and Content Deals

Sandi Isaacs, Senior Vice President, Mobile & Interactive, today announced the creation of a new business unit under the umbrella of the studio’s digital division, Paramount Pictures Digital Entertainment. The new global unit, Paramount Mobile Entertainment (PME), will focus on developing mobile entertainment and alternative distribution models for the studio. Paramount Pictures Digital Entertainment is led by President Thomas Lesinski and focuses on development and distribution of digital entertainment in the areas of mobile and wireless, interactive, videogames, virtual worlds and emerging technologies. Paramount is a unit of Viacom (NYSE: VIA, VIA.B).

Isaacs announced PME’s senior management team, as well as key partnerships and content deals.

’’Paramount Mobile Entertainment was established to advance our mobile initiatives by placing us at the forefront of the evolving wireless industry,’’ states Sandi Isaacs. ’’By recruiting executives from both the telecommunications and mobile entertainment industries, we are increasing our efforts to advance our business on a global scale.’’

Madeline Herdrich, Vice President of Mobile, North America

Madeline Herdrich serves as Vice President of Mobile and oversees the North American region for Paramount Mobile Entertainment. In this role, Madeline is charged with distribution and marketing of the North American Mobile business.

Previously, Herdrich served as Sr. Director of Consumer Business Development at AT&T Mobility where she led the content strategy and execution of new business initiatives for Video, WAP and messaging applications and services.

Pradeep Mittur, Vice President of Mobile, Asia Pacific

Pradeep Mittur serves as Vice President of Mobile, Asia Pacific for Paramount Mobile Entertainment. In this role, Pradeep is charged with managing mobile entertainment operations across Asia Pacific including India, South East Asia, China, Korea, Australia and New Zealand.

Previously, Mittur was with Disney where he established and consolidated the regional mobile entertainment business focused on mobile games and applications across Asia Pacific. Pradeep has worked with leading advertising, interactive and telecom firms in the US, Middle East, India and SE Asia.

Giovanni Maruca, Director of Mobile, EMEA

Giovanni Maruca serves as Head of Mobile for Europe, the Middle East and Africa for Paramount Mobile Entertainment. In this role, Giovanni is charged with distribution and marketing, and operations of the EMEA mobile business.

Prior to joining Paramount Pictures Digital Entertainment in May 2007, Giovanni headed Sony Pictures Digital’s Direct-to-Consumer mobile initiatives and launched several European mobile marketing campaigns for Sony Pictures. As part of Sony Pictures Television International, he was responsible for mobile distribution and marketing for Southern Europe and Africa.

Recently, Paramount Mobile Entertainment has secured partnerships with wireless carriers and content creators to develop applications and content based upon Paramount Pictures’ library of titles. Some of these partners include: Verizon Wireless, AT&T, T Mobile, 02 UK, Hungama, Cellempower (i2 Group) and Nokia.


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