Exec to head digital media division as veep

Vladimir Edelman has ankled his post as a product development exec at News Corp.’s News Digital Media arm to head the Shooting Gallery’s newly created digital media development division as veep.

In his new creative post at the New York-based indie film production house, Edelman will oversee all interactive content development and Webcasting projects for the Shooting Gallery and its clients.

Edelman will start Monday in the post. He will be based in New York, reporting to Shooting Gallery Interactive prexy Joe DiMartino. He next plans to ramp up the division with new staffers.

The Shooting Gallery, best known for producing low-budget indie pics “Sling Blade” “Laws of Gravity,” “Niagara, Niagara” and “Strangeland,” has recently stepped into the dot-com game, creating TSGi to handle everything from online design to Webcasting for outside customers, competing with such high-profile Internet development shops as Razorfish.

The division in which Edelman is based has been planning to launch its own original online Netcasting channel to feature original programming similar to what emerging players Pop.com and Z.com plan to air, and what AtomFilms broadcasts.

Edelman will work closely with the Shooting Gallery’s Gun for Hire and East Coast Post musicvid arms, and production, talent tenpercentary and film divisions to create Web content.

Already, TSGi is developing a novel written specifically for the Web by bestselling novelist John Saul.

Saul inked a long-term alliance with the Shooting Gallery to create a TV series called “Black Mariah,” turn his current Ballantine bestseller “The Right Hand of Evil” into a telepic and draft his thriller “The Presence” for a feature or TV movie (Daily Variety, Feb. 29).

Deal possibly includes an active Web site to coincide with the TV series that will allow viewers to correspond directly with Saul, who’ll co-create the drama with partner Michael Sack.

“I’ve done the big television network thing and wanted to do something smaller and more creative,” Edelman told Daily Variety. “I’m really psyched. (The Shooting Gallery is) a development agency and has a startup environment, while at the same time has a media company as their backbone. They can bring talent to the table.”

Before serving as an exec at James Murdoch-helmed News Digital Media, Edelman helped launch CBS.com as an executive producer for its entertainment development arm, assisting the launch of “The Late Show With David Letterman” as a dot-com.

He was also part of MSNBC’s co-productions division when it launched, helping cross over the “Nightly News” and “Dateline” onto the Web, and helping bow Money magazine’s interactive presence on Time Warner’s Pathfinder.com.

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