Farsi to manage digital distrib in newly created post

Warner Bros. is dialing up plans to distribute more of its movies, TV shows and original fare onto mobile devices, and has tapped Natalie Farsi to spearhead the effort for the studio.

In the newly created post, Farsi will essentially manage the mobile business for Warner Bros. Digital Distribution and Warner Bros. Television Group, expanding the development and marketing of ad-supported mobile websites, applications, mobile games, video services and messaging products for the studio’s various divisions. She also will be Warners’ key negotiator with wireless carriers and mobile service providers.

“Mobile is one of the fastest-growing areas of our industry, offering numerous opportunities to build new and innovative distribution models that will positively impact our business and provide continued growth,” Farsi said.

She reports to Andy Mellett, senior VP, Warner Bros. Digital Distribution, and Brett Bouttier, senior VP, digital, Warner Bros. Television Group.

Farsi already had been working with Warner Bros. as a consultant, since 2007, helping to launch a mobile version of “TMZ.”

Before that, she served as senior VP of mCommerce and content for Fox Mobile Entertainment, where she oversaw Fox Mobile Studios.

Farsi also has served as VP of media at mobile entertainment venture m-Qube.

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