Granada America has tapped Katrina Moran to head a newly created digital division.
Moran, who hails from Granada’s Blighty-based sibling ITV Prods., will serve as exec veepee of the unit, dubbed Granada America Digital Media. Based in L.A. She’ll report to Granada America CEO David Gyngell.
Moran held a similar gig at ITV for the past six years, mining coin from skeins such as “I’m a Celebrity… Get Me Out of Here” and “Gameshow Marathon.” In her new post, she’ll work to exploit various Granada properties on everything from cell phones to instant messaging.
“With recent U.S. market developments, such as premium rate mobile content and messaging, there is an opportunity to develop multiplatform initiatives and establish direct relationships with consumers as new business models emerge,” Moran said. “We need to understand what works for each platform, be it TV, VOD, broadband or wireless, and create suitable ‘must-see’ content which drives consumer loyalty.”
Granada’s U.S. skeins include “Hell’s Kitchen,” “Celebrity Fit Club” and, with FremantleMedia, a U.S. take on “Gameshow Marathon” for CBS.