Warner Bros. Hires Patty Hirsch to Run Digital Labs, DramaFever

Patty Hirsch -Publicity-H 2018
Courtesy of Warner Bros.

The Time Inc. veteran is replacing DramaFever co-founder Seung Bak in the role.

Warner Bros. is shaking up the management of its digital division. 

The company has tapped Time Inc. veteran Patty Hirsch as its new senior vp and general manager for Warner Bros. Digital Labs, the product and technology group that powers over-the-top offerings DramaFever, FilmStruck and Boomerang. 

In her new role, Hirsch will also take over leadership of DramaFever, the subscription streaming service focused on Korean dramas and other international fare. She replaces DramaFever co-founder and CEO Seung Bak, who has been leading Warner Bros. Digital Labs since 2016. 

The executive shuffle comes as Warner Bros. Digital Networks gears up to launch a streaming service focused on its portfolio of DC offerings. 

"I am thrilled that Patty is joining the fast-growing Warner Bros. Digital Networks family," said Craig Hunegs, president of Warner Bros. Digital Networks. "Along with her wealth of knowledge, Patty brings to Warner Bros. Digital Labs a passion for, and commitment to, innovating through technology that will help take this group to new levels of success." 

Prior to joining Warner Bros., Hirsch was senior vp digital at Time Inc., where she oversaw more than 25 digital brands and served as general manager of the sports group. She has also held roles at CBS Interactive and Muze

"I am unbelievably excited to join Warner Bros. Digital Networks and lead the Digital Labs group," Hirsch said. "It is a privilege to work with such a talented team to help enhance the existing product offering while furthering plans that will continue to bring Warner Bros. closer to the consumer." 

Hirsch will be based out of New York and will report to Warner Bros. Digital Networks executive vp Jay Levine.