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LOS ANGELES - 08/18/04 - The Anderson School of Management at the University of California - Los Angeles has launched a new Entertainment and Media Management Institute.

The new Institute will bring together industry professionals, MBA students and faculty researchers to exchange and embrace new ideas for managing and thriving in the face of transforming entertainment and media business models.

Although the Entertainment and Media Management Institute is new, UCLA Anderson has had a focused entertainment-oriented program for some 27 years, as evidenced by its more than 800 alumni who work for entertainment and media organizations - with scores of them in key decision-making positions. With the growth of the entertainment industry and the impact of technology, globalization and deregulation on both content and distribution, UCLA Anderson will serve as a key center of influence in this important global arena.

Gigi Johnson, a 1988 MBA alumna of UCLA Anderson, has been named to head the new Institute, while Dr. Dominique Hanssens, a marketing expert who holds the Bud Knapp Chair in Management at UCLA Anderson, will serve as faculty director of the new Institute.

Prior to her arrival at UCLA Anderson, Johnson was managing director/senior client manager at Bank of America, where she spent most of a decade as a corporate banker in their entertainment/media practice in Los Angeles and New York.

Hanssens is a leading international authority on marketing strategy and the effectiveness of marketing efforts and is currently researching marketing spending effectiveness in entertainment companies, including expenditures associated with marketing films globally.

The Institute has already outlined several projects over the next year including the launching of a "Media 2010" project to identify and understand the many possible "futures" of the media and entertainment businesses; and the development of two new programs with UCLA Executive Education - a Global Entertainment Management Program, a five-day intensive course slated for August 2005 for international media managers, and Branded Entertainment Marketing, a three-day course on cutting edge marketing techniques for entertainment and media executives.

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