February 07, 2007 at 13:18 PM EST
CBS Corporation Creates 'CBS Mobile,' a New Division of CBS Interactive
Cyriac Roeding Named Executive Vice President of the New Division

NEW YORK, Feb. 7 /PRNewswire/ -- CBS Corporation (NYSE:CBS) (NYSE:CBS.A) has created CBS Mobile, a new platform within CBS Interactive dedicated to building and growing the Company's mobile operation across its various properties, including CBS Entertainment, CBS Sports and CBS News. Cyriac Roeding, who has served as Vice President of CBS's wireless efforts since 2005, has been named Executive Vice President of the newly formed division. The announcement was made today by Quincy Smith, President, CBS Interactive, to whom Roeding reports.

"The creation of CBS Mobile within CBS Interactive further positions us to occupy the audience and advertiser interfaces of the future," said Smith. "Mobile is a huge opportunity for CBS and we are delighted to announce the world class team and partners Cyriac is assembling. Cyriac's tenure within CBS thus far, coupled with his experience as an international mobile entrepreneur, uniquely qualifies him to run CBS Mobile, combining start up energy with the benefits of an established media company. He and his team have already put CBS on the mobile map, forging relationships with key technologies and services both domestically and abroad. We look forward to his continued success in mobile as well as with new platforms that continue to develop."

At the same time, Roeding has announced the promotion of Jeff Sellinger from Director of CBS Wireless to Vice President of CBS Mobile. In his new role, Sellinger, who will continue to report to Roeding, will oversee the operational activities of CBS's various mobile initiatives.

"Jeff's efforts have been invaluable in establishing CBS's presence in the mobile landscape so it pleases me to no end that he will continue to work with me to grow our overall mobile operation," said Roeding. "The combination of his operational skills, creativity and deep mobile and music expertise makes him the ideal executive to ensure CBS Mobile is at the forefront of innovation."

Since joining CBS, Roeding has helped position his division to the forefront of the mobile community, securing deals with companies such as QualComm's MediaFLO mobile television, Verizon's V-Cast, AT&T/Cingular and Amp'd Mobile to make select CBS content available on cell phones. In US industry firsts, Roeding, who also oversees The CW's mobile operation, introduced an avatar-based mobile game tied to The CW's "America's Next Top Model"; launched wireless picture and video breaking news alerts for CBS News, "Entertainment Tonight" and CBS SportsLine; forged a partnership with Capitol Records to integrate a ringtone download from Coldplay's hit single "Talk" into an episode of "CSI: NY"; and introduced cross-carrier live premium text message voting to programs such as the Emmy Awards, "CSI: NY," "The Young And The Restless," and "Big Brother," which gave audiences for the first time the chance to influence the direction of the show.

Between 1999 and 2004, Roeding headed up 12snap, a company he co-founded and which became Europe's market leader for mobile marketing and mobile entertainment. Prior to that, he developed growth strategies at McKinsey & Company for global media, software and high-tech players in Europe and in Silicon Valley.

Roeding is co-author of the McKinsey/Harvard management book Secrets on Software Success, published by Harvard Business School Press, and translated into Mandarin, Korean, Italian and German. He received a master's degree in engineering and business administration from Germany's Technical School of Karlsruhe, an MBA in corporate strategy and entrepreneurship from the University of Georgia, and studied Japanese management at Sophia University in Tokyo.

In 2001, Roeding was elected European Chairman of the global Mobile Marketing Association (MMA). In 2006 he was elected to join the Industry Leadership Council of the CTIA, the leading wireless association in the U.S. and he was elected to the Global Board of the MMA, and Co-Chairman of the MMA's Mobile Video and Television Committee.

Jeff Sellinger joined CBS in November 2005 as Director of CBS Wireless.

Prior to joining CBS, Sellinger was a founder of GoldPocket Wireless, a recent acquisition of Motricity. Jeff holds a Bachelor of Science in General Management from Boston College.

About CBS Corporation

CBS Corporation (NYSE:CBS.A) (NYSE:CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW - a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime and CSTV Networks), local television (CBS Television Stations), television production and syndication (CBS Paramount Network Television and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), interactive media (CBS Interactive), music (CBS Records), licensing and merchandising (CBS Consumer Products) and video/ DVD (CBS Home Entertainment). For more information, log on to www.cbscorporation.com.

Source: CBS Corporation

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