• by Erik Sass , Staff Writer, October 29, 2010

The migration of TV execs to digital out-of-home video networks may be resuming: this week brought the announcement that William M. Campbell III, a veteran broadcast and cable exec, is assuming the role of president at Akoo, which operates an interactive "social TV" network delivering music videos and related entertainment content to mall food courts, university dining halls, and other public places frequented by young adults. Viewers can use their mobile devices as remote controls to interact with this advertising, download coupons, and the like.

Campbell served as president of Discovery Networks from 2002-2007, where he oversaw all aspects of the domestic TV division, comprising 13 channels; in this role he presided over double-digit ratings increases at the Discovery Channel and TLC and the production of "Planet Earth," a natural history program, as well as series including "Deadliest Catch" and "Dirty Jobs." Before Discovery, Campbell also worked at ABC Entertainment as a director of current programming, and Warner Bros. TV as senior vice-president of drama development, where he developed "ER." During a stint at CBS he helped develop "Everybody Loves Raymond." He also worked at Miramax TV.

Niko Drakoulis, the founding chairman and CEO of Akoo, stated: "Billy has helped shape the recent history of broadcast and cable television. Now, he'll help brand advertisers increase marketing effectiveness by integrating a dynamic category into the media mix -- social television." For his part Campbell praised Akoo's "ability to deliver branding messages to consumers in purchase mode and drive transactional behavior."

Overall Akoo claims its interactive Social Television network reaches 90 million consumers each month across 62 top U.S. markets, many of them young adults. Its programming includes licensed music videos from Universal Music Group, Sony Music Entertainment, Warner Music Group, and EMI, as well as exclusive artist interviews and branded entertainment content.