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Feb. 9, 2007

CBS Corp. has oficially created its CBS Mobile division, a new entity within CBS Interactive that will further push the company's mobile operations across CBS Entertainment, CBS Sports and CBS News.

Cyriac Roeding, who has served as v.p. of CBS's wireless efforts for the past two years, has been named executive vice president of the newly formed division.

Since officially joining CBS, Roeding has aggressively positioned the division by securing deals with companies such as AMP’d Mobile, AT&T/Cingular, Qualcomm's MediaFLO and Verizon's V-Cast to make select CBS content available to wireless subscribers.

For example, Roeding spearheaded such interactive efforts as introducing an avatar-based mobile game tied to The CW's "America's Next Top Model."

Roeding also launched wireless picture and video breaking news alerts for CBS News, "Entertainment Tonight" and CBS SportsLine.

He also introduced cross-carrier live premium text message voting to programs such as the Emmy Awards, "CSI: NY," "The Young And The Restless," and "Big Brother."

In a further play of weaving wireless into traditional CBS offerings, Roeding worked to get a ringtone from the then-new Coldplay album written into the script for a “CSI:NY” episode.

One character’s wireless phone rang using the new ringtone.

Another character asked which ringtone that was. The CBS show then ran a 20-second spot telling viewers how to download the same ringtone.

Coinciding with the announcement, Roeding promoted Jeff Sellinger from director of CBS Wireless to vice president of CBS Mobile.

In his new role, Sellinger, who will continue to report to Roeding, will oversee the operational activities of CBS's various mobile initiatives.

Sellinger joined CBS in November 2005 as director of CBS Wireless. Prior to joining CBS, he was a founder of GoldPocket Wireless, a company specializing in mobile interactivity and off-deck solutions.

In July 2006, Motricity bought GoldPocket.

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Source: Wireless Week