Tribeca Enterprises has appointed Andrew Essex as its new CEO, according to a release.
Essex, the former vice chair and founding CEO of award-winning advertising agency Droga5, will be tasked with overseeing content and digital strategy, as well as day-to-day operations, business development, marketing and partnerships of the New York-based media company.
— Tribeca (@Tribeca) January 7, 2016
News of the appointment comes mere months after the launch of Tribeca Shortlist, an on-demand SVOD that hand-picks titles from actors and directors. Priced at $4.99, the SVOD launched Oct. 1, as a result of a partnership between Lionsgate and Tribeca.
The service currently offers a library of 150 titles, including a mix of films from Lionsgate and Tribeca Enterprises, as well as from major studios and independents. Each month it swaps out about 50 new titles to keep the selection fresh.
Prior to his role at Droga5, Essex worked as a founding editor of luxury lifestyle magazine Absolute, as well as held editorial posts at Entertainment Weekly, Salon.com and The New Yorker. Today, he also sits on the boards of the IAB and advices the White House on its digital strategy, according to a media statement.
He’ll have a bit of a challenge moving into 2016, as the Tribeca Shortlist faces an ever-heated competitive market. Niche SVODs, dedicated to everything from horses to Broadway to YouTube-specific channels, continue to pop up at a rapid pace. Broader-themed players that carry a wide variety of content such as Netflix, Amazon and Hulu also continue to expand rapidly, while regional players, like Canada’s CraveTV or Australia’s Stan, are also trying to carve out some space in the limited viewer’s attention-span (and wallets).
Essex takes on the top job from Jane Rosenthal, a co-founder of Tribeca, along with Robert De Niro and Craig Hatkoff, according to the New York Times. Rosenthal will become the brand’s executive chair, the newspaper reported.