Adopting a streamlinedapproach to the global multi-media delivery of its properties, Warner Bros hasconsolidated its home video, online, wireless, games, anti-piracy and emergingtechnologies divisions under Warner Bros Home Entertainment Group (WBHEG).
Kevin Tsujihara, a highlyregarded new media strategist at Warner Bros, will head up the division aspresident, reporting directly to studio chairman Barry Meyer and president AlanHorn.
The studio is also launchingWarner Bros Digital Distribution (WBDD), encompassing Warner Bros Online andWireless as well as the businesses handling electronic sell-through,video-on-demand, subscription video-on-demand and pay-per-view.
WBDD will manage theworldwide electronic distribution streams of the studio's content overexisting, new and emerging digital platforms. A division head will be announcedshortly.
Meanwhile Ron Sanders hasbeen named president of Warner Home Video, the heart of WBHEG, replacing formervideo chief Jim Cardwell. Sanders will report directly to Tsujihara. Cardwell remainsas an adviser to the studio.
Sanders has played a keyrole at Warner Home Video for nearly 15 years, most recently serving as itsexecutive vice president and general manager for North America.
Warner Home Video will leadthe studio's move into next-generation, high-definition DVD. The studio ishedging its bets in the upcoming format war and announced last week that itwill support both Toshiba's HD DVD and Blu-Ray's format.
WBDD will coordinate witheach of the departments that fall under its vast remit. As part of thisprocess, Tsujihara will liaise with Warner Bros Online senior vice presidentand general manager Jim Noonan, Warner Bros Interactive Entertainment seniorvice president Jason Hall, Warner Bros Technical Operations president ChrisCookson, Warner Bros Anti-Piracy Operations senior vice president DarcyAntonellis and WBHEG's senior vice president of intellectual property DeanMarks.
"The great promise ofdigital technology and the development and implementation of digital rightsmanagement is that consumers will be able to choose how they want to consumecontent," Tsujihara said.
"We're entering an excitingtime in the entertainment business when the consumer, empowered by newtechnologies, has an active role in the process instead of being a passiveparticipant."
Tsujihara joined the studioin 1994 and most recently served as executive vice president of corporatebusiness development and strategy for three years and prior to that served asexecutive vice president of new media.