Consulting with major media companies and startups on entertainment content and market strategies for distribution on mobile and online platforms, Bill developed international mobile creative and business launch plans for CBS Mobile, including their properties Entertainment Tonight, CNET, CBS Mobile News, and the Paramount/CBS/Spelling libraries of television series.

As Vice President, Mobile Programming and Digital Product Development for Sony Pictures Digital and Sony Pictures Television International, Bill developed programming, acquisition, business and production models and technical parameters for the Animax Mobile channel (Sony’s global animé/manga network) from its inception through its sale and carriage on 22 operators in 15 countries in 8 languages. Sanders developed the first on-demand feature full-length movie channel for mobile with pause-and-resume functionality (for Hutchison 3 Italy in 2005), and oversaw the creation of two 200-clip video packages for Sony/Columbia TV’s Ripley’s Believe It or Not! series (in 6 languages) and the 20-film James Bond library, which introduced a daily subscription model for clips (the mobile equivalent of the original Ripley’s syndicated newspaper comic strip).

At Sony, Sanders also developed strategy and found technology partners to improve the digital end-user experience through on-device portals, multi-platform unified delivery, on- and off-portal billing, video pause and on-demand streaming functionality, on-device purchasing and advertising insertion and sponsorship, two-way interactivity, social networking and user-generated-or-altered content.

As Senior Vice President of Big Ticket Television, a Paramount/Viacom company, Bill spearheaded the company’s entry into enhanced television with the first interactive sitcom episode, Moesha, in partnership with Microsoft, which led to a year of the interactive Judge Judy on Microsoft’s WebTV. In 1995, he developed one of the first TV show-based web sites (including online merchandising) for the late night syndicated comedy, Nightstand with Dick Dietrick, and oversaw broadband trials of Judge Joe Brown and the viral video email-based launch campaign for the UPN animated comedy, Gary & Mike.

Similarly ahead of the curve, Sanders co-produced a 3D avatar-based virtual convention for the 2002 live Star Trek event in Las Vegas in partnership with Viacom Consumer Products, created online and CD-ROM new media presence for Universal TV’s Dream On before the WWW came into existence, and as Vice President, Original Programming at HBO, steered the network to view and market ongoing television series as event programming through the development of the 7-season hit, Dream On, HBO’s first Emmy-winning show.