Producer-distributor Lionsgate has named Gisela Asimus-Minnbergh to the newly created post of VP for alternative programming sales.
Asimus-Minnbergh (pictured) will be responsible for launching the firm’s unscripted programming and format sales division globally. She will also be charged with identifying new revenue streams and business opportunities in alternative programming as well as negotiating format deals across most European territories. She reports to Ted Bookstaver, senior VP of alternative programming sales.
Asimus-Minnbergh will join the firm ahead of next week’s MIPCOM market in Cannes, where she will be selling survival series Kicking and Screaming, the company’s first broadcast unscripted series which is slated to premiere on Fox in January. Lionsgate has retained all international format rights to the series.
Previously, Asimus-Minnbergh spent eight years at Endemol where she served as sales director of television distribution, and at Southern Star International for 10 years where she was senior sales executive. Most recently, she negotiated acquisitions and partnerships with BBC Worldwide and PBS International for Viking Cruises.