Paramount creates mobile division


NEW YORK -- Paramount is creating a Mobile Entertainment division, with a goal of ramping up original and marketing content on mobile devices.

The unit will fall under Paramount's digital entertainment division, led by president Thomas Lesinski, and will be headed by Sandi Isaacs, senior vp mobile and interactive.

Three executives focused on international markets will report to Isaacs. Madeline Herdrich is vp mobile in North America; Pradeep Mittur is vp mobile for Asia Pacific; and Giovanni Maruca is the director of mobile for Europe, the Middle East and Africa.

"Our strategy, really from day one, is to set up a global infrastructure to be able to maximize distribution reach and to understand all of the advancements going on in various countries around the world," Isaacs said Friday.

The team has been working on mobile projects for Paramount for the past year. They have struck deals with "a few dozen" carriers worldwide, including Verizon, AT&T and T-Mobile in the U.S.

Isaacs said the group will have a "hybrid approach" to the mobile market, looking to create original content and expand "microsites" built up around its movies. Paramount has been building mobile-only WAP sites for its films since 2006, and the new team will be focused on adding more games, video and downloadable material to those destinations.