With mobile becoming an increasingly
important part of consumers' lives, Viacom Media Networks has put together a
new mobile ad sales executive team to create products and sign sponsors.
Viacom has hired Pete Chelala as VP of mobile product and sales, from Weather
Channel. Since people often want forecasts while on the go, the Weather Channel
was an early leader in the mobile space.
Viacom has also promoted Deborah Schlessinger Brett to VP, mobile sales.
Schlessinger Brett has had several jobs at Viacom and was most recently
director of new business for Viacom's Nickelodeon group. She will be
responsible for selling mobile inventory and ad products across the company's
music and entertainment brands, including MTV.
"Our audiences are among the most voracious consumers of mobile content," Jeff
Lucas, head of sales, Viacom Media Networks Music and Entertainment Group, said
in a statement. "Pete and Deb give us the combination of marketplace knowledge
and product expertise to ensure we're connecting our clients to our consumers
wherever they are, in the most impactful ways possible."
Chelala said being at the Weather Channel got him into mobile early, and that
mobile now has reached critical mass with 130 million unique users. "As we look
at usage, we're seeing a blend of utility and content now," Chelala said.
"Sports scores, news and weather are obviously going to be utility-based and
accessed frequently. But people are diving into content, they're searching for
stuff, they're emailing. There's a lot more happening across mobile."
Schlessinger Brett pointed to apps like MTV's Watch With as an example of how
Viacom content is being consumed across multiple platforms. "To be social in
today's digital landscape, you really must be mobile," she said. "[We are]
innovating products that allow us to engage in that social conversation in new
ways, bringing advertisers along and helping them connect with our fans."
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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