Principal Media appoints CEO, senior execs

Gary Rosenson

Daniel Boluarte

Melanie Torres

Beverly Hills-based content licensing and channel distribution company Principal Media has appointed a CEO and two senior VPs to its executive team.

Gary Rosenson has been hired to lead the company as CEO. A TV exec with 25 years’ experience driving revenue for independent networks and video content providers, he joins Principal Media after having founded and run GR Media Advisors, which focused on helping media companies navigate the world of SVoD, AVoD and linear.

Prior to that, Rosenson was president of global television at Playboy Enterprises.

Meanwhile, Melanie Torres has been appointed senior VP of worldwide distribution, joining from GRB Entertainment, where she was VP of global sales. Previously, Torres was with A+E Networks in London working in international content sales positions.

Lastly, Daniel Boluarte has been promoted to senior VP of business development. Boluarte has worked at Principal Media for five years, where he has been responsible for identifying, evaluating and acquiring scripted and unscripted television programming for worldwide distribution, global media sales, and the identification of new business opportunities.

Before joining Principal Media, Boluarte managed North American acquisitions at Shine International.