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Principal Media appoints Gary Rosenson as CEO

Principal Media, the Beverly Hills-based global content licensing and channel distribution company has added some new team members to its corporate roster. Starting with industry vet Gary Rosenson as its ...
January 13, 2021

Principal Media, the Beverly Hills-based global content licensing and channel distribution company has added some new team members to its corporate roster. Starting with industry vet Gary Rosenson as its new chief executive officer, Principal also recruited Melanie Torres as senior vice president of worldwide distribution and promoted company alum Daniel Boluarte to senior vice president, business development.

Principal Media launched in 2005, licensing its catalog of content to TV networks and digital platforms worldwide. The company works with producers to monetize finished programming, as well as develop and co-produce original series that run the gamut of wildlife series such as Ninja of the Rockies, to the lifestyle show Million Dollar House Hunter and crime series How to Survive a Murder, among other genres.

Rosenson brings 25 years of experience to his new role, after having founded and run GR Media Advisors, which was focused on helping new and established media companies navigate the world of SVOD, AVOD and linear networks via traditional and emerging digital platforms. Prior to that Rosenson was president of global television at Playboy Enterprises, where he oversaw distribution and marketing of all linear and on demand products as well as offices in LA, London and Hong Kong, LATAM partnerships and sales agents in 20+ EU territories.

“For the past 15 years, Principal Media has built an incredibly robust global program sales business. Now, the company is leveraging its solid foundation in content distribution to expand into building and representing FAST channels around the world,” said Rosenson in the announcement. “I couldn’t be more excited to work with Melanie, Daniel and the whole team during this pivotal time in the company’s evolution. I look forward to revealing more about our plans and partnerships in the near future.”

Melanie Torres lands at Principal after a stint at GRB Entertainment where she was vice president of global sales. Previously, Ms. Torres was with A+E Networks in London working in international content sales positions.

In his five-plus years at Principal, Daniel Boluarte was responsible for identifying, evaluating, and acquiring scripted and non-scripted television programming for worldwide distribution, global media sales, and the identification of new business opportunities for the company. Before joining Principal, Mr. Boluarte managed North American acquisitions at Shine International.

Both Torres and Boluarte report directly to Rosenson.

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