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BERLIN — Sonia Mehandjiyska, former VP international sales at U.S.-based Echo Bridge Ent., is joining the newly-formed international distrib Global Screen, the new joint venture between Bavaria Media and Telepool.

Mehandjiyska, who starts Feb. 1, will handle theatrical and TV world sales and report directly to Global Screen CEOs Rolf Moser and Thomas Weymar.

Mehandjiyska, who was born in Bulgaria and grew up in Cuba and Mexico, began her career at Gibraltar Intl. in Los Angeles in 2003, before becoming director of international sales at MRG Inc. (Lightning Ent., Mainline Releasing) in Santa Monica. In 2009, she joined the London office of Echo Bridge Ent. as VP international sales.

“With Mrs. Mehandjiyska, we have secured a skilled and experienced hand for this crucial position,” Weymar said. “She has been at home in theatrical and TV distribution for years, speaks six languages and will decisively bolster our market position with her international background and leadership abilities.”

As the new international arm of pubcaster ARD-controlled sales and distribution units Telepool and Bavaria Media, Global Screen holds rights to one of the largest film libraries in Europe.

In addition to the Bavaria Film group catalog, Bavaria Media has output deals with pubcasters WDR and SWR. Telepool handles TV and theatrical distribution for pubwebs BR, MDR, Swiss Radio and TV (SRF), and ARD production unit Degeto, as well as leading commercial channel RTL.

Both firms also have a variety of output and distribution deals with international and domestic partners.

Global Screen will make its debut at the Berlinale’s European Film Market next month.