Ira Rubenstein, a two-decade entertainment industry vet who has worked at Sony, 20th Century Fox and Marvel Entertainment, is joining PBS as general manager of digital.

Rubenstein will join the pubcaster March 24. He will report to PBS COO Michael Jones and serve as a member of PBS’ senior leadership team. Rubenstein takes over for Jason Seiken, who left PBS last fall to become the chief content officer of U.K.’s Telegraph Media Group.

As GM of digital, Rubenstein will lead all digital content and service efforts for PBS and its member stations, overseeing 70 full-time staff members.

“With his proven track record in leading and growing innovative digital services, Mr. Rubenstein’s expertise will be invaluable to PBS and our Digital team as we continue our mission of reaching all Americans with content of consequence,” PBS president and CEO Paula Kerger said in announcing his appointment.

Rubenstein most recently was CEO of mobile media company MeeMee Media. Prior to that, he was 20th Century Fox’s exec VP digital marketing, joining the studio in May 2011 after overseeing Marvel Entertainment’s Global Digital Media Group.

He spent more than 12 years at Sony, most recently as exec VP of content strategy and acquisitions. Before that Rubenstein led strategy for Sony Pictures’ digital sales and marketing efforts. While at Sony, he spearheaded the launch of Movielink, a now-defunct online movie-download service that was a joint venture among MGM, Paramount, Sony, Universal and Warner Bros.

“How, when and where media is consumed continues to evolve at a breakneck pace, and it’s clear that PBS and local member stations have been committed to being leaders in the children’s digital space, original video development and using digital distribution methods to ensure that local and national content is available everywhere viewers want it,” Rubenstein said in a statement.

Rubenstein is a member of the Academy of Motion Pictures Arts & Sciences, the Academy of Television Arts & Sciences and the Producers Guild of America.