CBS Interactive going mobile

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CBS Corp. is creating a new mobile division within CBS Interactive, the company said Wednesday.

Cyriac Roeding, who has served as vp of CBS Wireless since 2005, has been promoted to executive vp for the new division, called CBS Mobile. He will report to Quincy Smith, president of CBS Interactive, who made the announcement.

CBS Mobile will be dedicated to increasing the mobile operations across the company's properties including CBS Entertainment, CBS Sports and CBS News.

"The creation of CBS Mobile within CBS Interactive further positions us to occupy the audience and advertiser interfaces of the future," Smith said, calling the mobile space a huge opportunity for CBS. He added that Roeding's tenure with the company and his experience as an international mobile entrepreneur makes him uniquely qualified to run the new entity.

"He and his team have already put CBS on the mobile map, forging relationships with key technologies and services both domestically and abroad," Smith said.

During his time at CBS, Roeding has secured deals with QualComm's MediaFlo mobile television, Verizon's V-Cast, AT&T/Cingular and Amp'd Mobile to make select content available on cell phones and overseen the CW's mobile operation.

Before joining CBS, he headed European mobile company 12snap.

Roeding, meanwhile, also unveiled the promotion of Jeff Sellinger to vp CBS Mobile. He was director of CBS Wireless.

In other wireless-related news Wednesday, MySpace announced a partnership with mobile telecommunications group Vodafone allowing Vodafone's customers to access MySpace Mobile. The service, which first launches in the U.K. and marks the initial extension of Fox Interactive Media's network of sites into the European market, allows users to edit their MySpace profiles, find and add friends, post photos and blogs and send and receive MySpace messages while on the go.
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