MUMBAI: Sony Pictures Home Entertainment (SPHE) has appointed Tim Meade to vice president, Sony Pictures Home Entertainment, China.

Meade will report to SPHE vice president, international Norman Tajudin.

Based in Hong Kong, Meade will oversee the expansion of SPHE’s operations in this key emerging territory where the studio recently began the distribution of Blu-ray Disc product. SPHE has distributed DVD and VCD content in China since 1999.

In his new role, Meade will also supervise sales and marketing efforts in the territory, continuing to work closely with SPHE’s local distribution partner, Excel Media. Previously, Meade was Asia Emerging Markets vice president for the studio, a position he held for eight years.

"China is a key market in Sony’s overall strategic growth plans and we need a strong team on the ground to manage our strategic investments there. Tim has the right experience and expertise to work in tandem with our existing partners in the region, our Sony sister companies, and the SPHE home office to ensure our success in this important emerging market," said Tajudin.

Meade brokered the launch of the Blu-ray Disc format in China in 2008, and with the Sony DADC, paved the way for local production of Blu-ray Discs at Shanghai Epic. Meade launched Blu-ray across the Asia licensing territories in 2007 and today the format contributes 20% of SPHE’s revenue from the Region. He also helped SPHE to become the first studio to license its content for home entertainment distribution in Vietnam.