Lazarus Tapped as Commercial Director for Cellcast’s Sumo.TV

LONDON, February 1: Cellcast has announced the appointment
of Steve Lazarus as commercial director of its user-generated content channel
Sumo.TV.

In his role, Lazarus will be responsible for developing
strategic relationships with broadcasters, film and television production
companies, mobile operators and other online media companies. Additionally, he
will secure content for the website and the channel, available on Sky. He will
introduce Sumo.TV to media agencies and brands, with plans to generate
sponsorship revenues and create advertiser funded programming.

Lazarus, who has worked in the past for Carlton Television
and Celador International, will continue to run Lazarus Consulting Limited,
which he founded in 2005.

“The recent success of YouTube and MySpace has placed UGC
firmly on the map,” said Lazarus. “Sumo.TV is only two months old, and it is
already generating significant traffic via its website and interest through
both broadcast and mobile content mediums. We can give brands, content owners
and other media companies the chance to participate in the sector’s phenomenal
growth, furthering their business objectives in a truly creative and cutting
edge environment.”

Sumo.TV plans to offer users uploading content the
opportunity to receive a percentage of the revenues that may be generated.
Viewers will be encouraged to submit content to the channel’s formats, which
will include talk shows, game shows, talent shows, reviews and citizen
journalism.