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Celador beefs up sales unit

TV distrib taps two for division

LONDON — U.K. distrib Celador Intl., owners of “Who Wants to Be a Millionaire?,” has appointed two new senior managers to its format sales division.

Jacob de Boer, head of commercial affairs at Endemol U.K., has been appointed commercial director and will join the company in September. He will oversee many of the company’s commercial activities.

Robyn Hurd, currently senior sales exec and acting head of sales at Brit distrib Minotaur Intl., will become head of sales in September and will oversee the firm’s international format and program sales.

Both will report to newly appointed managing director Adrian Woolfe.

The appointments mark the beginning of a new phase for the company as it puts more emphasis on sales and finding new brand partners. It will also look to move into ad-funded programming, bartering and other revenue streams.

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