Sony Pictures Home Entertainment (SPHE) has appointed Tim Meade as vice president, SPHE China. He was previously vice president, Asia Emerging Markets for the studio.

Based in Hong Kong, Meade will oversee the expansion of SPHE's operations in China wherethe studiohas recently begun the manufacture and distribution of Blu-ray discs. SPHE has distributed DVD and VCD content in China since 1999.

Meade will also oversee sales and marketing in China working closely with SPHE's local distribution partner Excel Media.

'China is a key market in Sony's overall strategic growth plans and we need a strong team on the ground to manage our strategic investments there,' said Norman Tajudin, vice president, international at SPHE.

'Tim has the right experience and expertise to work in tandem with our existing partners in the region, our Sony sister companies, and the SPHE home office to ensure our success in this important emerging market.'

Meade launched Blu-ray for SPHE across Asia in 2007 and today the format contributes 20% ofthe studio'srevenue from the region. He is supported in the Hong Kong office by Carrie Wong, coordinator, SPHE China, also previouslyof the Asia Emerging Markets team.