PBS Taps Ira Rubenstein as Digital GM

Courtesy of PBS
Ira Rubenstein

As the public broadcaster continues to beef up its online efforts, it brings on the veteran of 20th Century Fox, Marvel and Sony.

PBS has found its new digital general manager. The broadcaster announced Friday that Ira Rubenstein, whose resume includes time at 20th Century Fox, Marvel and Sony, assumes the job March 24.

"PBS has a long-standing commitment to connecting viewers with content that makes an impact," said PBS president and CEO Paula Kerger. "The rapid growth and prevalence of digital technology offers PBS and local member stations a great opportunity to further connect with our audience. With his proven track record in leading and growing innovative digital services, Mr. Rubenstein's expertise will be invaluable to PBS and our digital team as we continue our mission of reaching all Americans with content of consequence."

In his new role, Rubenstein will report directly to PBS COO Michael Jones and lead a team of more than 70 full-time staffers. His focus will be on the PBS brand's continued digital evolution -- the broadcaster has seen viral success on YouTube, growth with children and increased streaming with series like Downton Abbey.

"How, when and where media is consumed continues to evolve at a breakneck pace, and it's clear that PBS and local member stations have been committed to being leaders in the children's digital space, original video development and using digital distribution methods to ensure that local and national content is available everywhere viewers want it," said Mr. Rubenstein. "I look forward to leading the digital team and working with PBS member stations as we continue to innovate in today's digital media landscape."

Rubenstein comes to PBS from mobile media company MeeMee Media. There, he served on the board of directors and as executive vp. Prior to that, he held executive posts in digital at 20th Century Fox, Marvel Entertainment and Sony Pictures.

His digital marketing campaigns at 20th included social and mobile campaigns for blockbusters Prometheus, Chronicle, Rise of the Planet of the Apes and X-Men: First Class.