Karen Mayer to join Quantum Media as interactive TV head

Quantum Media, the digital division of Booth Lockett Makin, has poached Karen Mayer, the broadcast consultant at Paradigm, to be its head of interactive television.

Quantum Media, the digital division of Booth Lockett Makin, has

poached Karen Mayer, the broadcast consultant at Paradigm, to be its

head of interactive television.



Mayer will join from Paradigm, United News and Media’s broadcast

consultancy, in the new year and will take on responsibility for

Quantum’s negotiations with the interactive TV platforms. The role will

focus on developing competitive strategies aimed at giving Quantum’s

clients early advantages in the interactive arena.



Quantum’s managing director, Paul Longhurst, said: ’At this point in

time, most of those involved in interactive TV are focused on design and

functionality. This alone will not be sufficient for companies that want

to be market leaders in these new distribution channels.’



The new post has been created to capitalise on the growing number of

interactive TV assignments from Quantum clients such as Thomas Cook and

Domino’s Pizza.



Quantum has created an interactive platform on Open for Domino’s to

develop a home delivery pizza service. Longhurst said the site has

already recorded significant levels of orders.



’Now we need to build in interactive advertising and promotions to drive

sales,’ he explained.



Similarly, Thomas Cook is working with Quantum to develop ways of

driving holiday bookings using interactive television.



Before joining Paradigm, Mayer was an associate board director at

Manning Gottlieb Media, working on clients such as Virgin Atlantic. She

also worked in the media department at Bartle Bogle Hegarty on clients

such as Levi Strauss and NatWest.



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