With digital distribution playing a larger revenue-generating role at studios, Sony Pictures Home Entertainment has upped Jason Spivak to a newly created post as senior VP and general manager, worldwide digital distribution.

Spivak, who joined Sony in 2007, had already been overseeing the growth of Sony’s digital biz as SPHE’s senior VP, worldwide digital distribution and senior VP of strategic development.

He will continue to lead the team responsible for SPHE’s transactional digital operations around the world, reporting to John Calkins, exec VP, global digital and commercial innovation. He will also help develop and implement an integrated approach to the home entertainment market across both digital and physical channels of distribution, which include the studio’s embrace of UltraViolet.

Although overall spending on home entertainment in the U.S. was off 5% for the first half of 2011 to $8.3 billion, according to the Digital Entertainment Group, electronic sales of films rose 4% to earn $270 million, while VOD was up another 4% to $929 million.

“With the ongoing rollout of UltraViolet and cloud storage systems changing the way consumers collect and access our content, digital distribution is at an inflection point,” Calkins said. “Jason has the expertise necessary to help keep our customers at the forefront of the digital transition and to intelligently manage growth in this critical part of our business.”

Before joining Sony, Spivak spent eight years at MGM Home Entertainment working in both Los Angeles and London to lead that studio’s early digital distribution efforts.