Paramount Launches Mobile Unit

HOLLYWOOD, February 11: Viacom-owned Paramount Pictures has
announced the creation of a new business unit, Paramount Mobile Entertainment
(PME), which is charged with developing mobile entertainment and alternative
distribution models for the studio.

The new global unit will operate under the umbrella of the
studio’s digital division, Paramount Pictures Digital Entertainment, which
focuses on development and distribution of digital entertainment in the areas
of mobile and wireless, interactive, video games, virtual worlds and emerging
technologies.

PME has already secured partnerships with wireless carriers
and content creators to develop applications and content drawn from Paramount
Pictures’ library. These partners include Verizon Wireless, AT&T, T-Mobile,
02 UK, Hungama, Cellempower (i2 Group) and Nokia.

Madeline Herdrich will head up distribution and marketing
operations in the U.S. and surrounding countries for PME as the VP of mobile
for North America. She comes to the unit from AT&T Mobility, where she
served as the senior director of consumer business development and led content
strategy and execution of new business initiative for video, WAP and messaging
applications and services.

Pradeep Mittur will serve as the VP of mobile for the
Asia-Pacific region. He will oversee mobile entertainment operations across the
region, including in India, South East Asia, China, Korea, Australia and New
Zealand. Previously, Mittur worked at Disney, where he established and
consolidated the regional mobile entertainment business focused on mobile games
and applications across Asia Pacific.

Overseeing the European, Middle Eastern and African region
is Giovanni Maruca, the head of mobile for EMEA. Maruca will handle all
distribution, marketing and operations of the EMEA mobile business. He joined
Paramount Pictures Digital Entertainment in May 2007, and most recently headed
the division’s direct-to-consumer mobile initiatives and launched several
European mobile marketing campaigns for Sony Pictures.

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

—By Ned Berke