PBS selects tech exec Rubenstein to head digital efforts

By Dru Sefton

Ira Rubenstein, a digital media executive with experience at Marvel and 20th Century Fox, is the new general manager of PBS Digital.

Rubenstein

Rubenstein

He replaces Jason Seiken, who left PBS last October to accept a position with Telegraph Media in London.

“The rapid growth and prevalence of digital technology offers PBS and local member stations a great opportunity to further connect with our audience,” PBS President Paula Kerger said in today’s announcement. She noted that Rubenstein’s track record and expertise will be “invaluable.”

“How, when and where media is consumed continues to evolve at a breakneck pace,” Rubenstein said, “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.”

Most recently, Rubenstein spent the last year as c.e.o. of MeeMee Media, a Los Angeles–based global mobile and digital media startup. He will continue to serve on its board of directors.

Previously, he was e.v.p., digital marketing, for the Fox studio, where he led social-media and mobile campaigns for Prometheus, Chronicle, Rise of the Planet of the Apes, X-Men: First Class and other motion pictures. Rubenstein was e.v.p., global digital media at Marvel, overseeing initiatives related to websites, digital comics, games and digital video distribution; and e.v.p. content strategy and acquisitions at Sony, managing digital growth of brands including Wheel of Fortune, Jeopardy! and Seinfeld.

Rubenstein has appeared on The Hollywood Reporter’s “Digital Power 50” list and the Producer Guild of America’s “Digital 50” list, which recognizes new-media innovators.

At PBS, he will oversee all digital content and service efforts for PBS and its member stations, as well as a full-time staff of more than 70 employees.

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