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But thats just what Variety has endeavored to do for its second annual Digital Entertainment Impact list, timed to this weeks CES. Watch Ice Age: Collision Course Online IMDB there. The goal is to throw a spotlight on the executives uniquely poised to make some noise in 2. It wasnt easy to winnow the list down to 3. In short, these deserving execs in alphabetical order are the ones to watch. The phrase guilty pleasure has long outlived its usefulness. If you really like a song or a movie or a TV show, no matter how cheesy the conventional. Mars two moons, Phobos and Deimos, are like the bay leaves of the solar system theyre fine I guess but what are they trying to do The larger satellite, Phobos. Courtesy of Nick BellJordan MatterBob Gruters. Catherine Balsam Schwaber. Mattel, Chief content officer. Since coming over from NBCUniversal in September, Balsam Schwaber is out to prove that kids want more than just toys. Watch Savages Online Hulu' title='Watch Savages Online Hulu' />The Nintendo Switch exists, and is a fantastic gaming system that you can, in a pinch, play in a bar, a car, or on the train. Phones exist too, and the games on them. AOL Radio is powered by humans Great radio is all about unexpected connectionsthe kind that an algorithm cant predict. Pick any station in any of the 30 genres. Varietys second annual Digital Impact list includes Nick Bell, Bob Gruters, Ted Hope and Kerry Trainor. Shes determined to give them a multiplatform universe for Barbie, Hot Wheels and other Mattel brands. Children now have a different expectation when they get a toy they want to see their play come to life in animation and digital products like games and apps, she says. She is excited to build upon You. Tube star Barbie, who has attracted nearly 1 million subscribers to her channel, and is powered by motion capture technology. You. Tube videos that feature people excitedly opening up presents so called unboxing videos will get their own Hot Wheels twist, promises Balsam Schwaber. When I think about this incredible portfolio of brands, and the work weve done so far, she says, I think weve just tapped the surface of what content we can develop. Courtesy of Catherine Balsam Schwaber. Nick Bell. Snapchat, Head of content. What was once strictly a messaging app has undergone a startling transformation in the past 1. Snapchat remaking itself into a home for content companies and brands. Bell has led the way forward at both the Discover platform and Live Stories, where Snapchats millennial heavy audience has probably gotten only a small taste of whats to come. We want to go more places, in more depth, with more perspectives, and continue to advance storytelling in a richer and more creative way, says Bell, who joined Snapchat from News Corp. Bell and his team are already emphasizing the achievement of better monetization, with products such as the selfies linked Sponsored Lenses, which rolled out in late 2. After a ton of experimentation, look for Snapchat to build on a foundation thats just beginning to be laid, and for plenty of media businesses and marketers to do whatever they can to take part. But that means playing by a different set of rules than theyre used to on other platforms, including Snapchats focus on vertical video. Courtesy of Nick Bell. Jeff Bronikowski. Tribeca Shortlist, President. Theres no shortage of apps capable of streaming movies to devices big and small, but thats exactly the problem Tribeca Shortlist aims to solve Its library will be supplemented by shortlisters, a group of experts who offer their suggestions via videos. Thats really a game changer compared to the endless scrolling and searching most of us experience on other services, says Bronikowski, who oversaw the companys launch in October. With help, and library product, from partner Lionsgate, Tribeca will be an interesting test case for the appeal of a more niche approach to streaming movies. In addition to a curated roster of movies that will refresh about one third of its offerings every month, even the shortlisters will swap in and out, bringing in recommendations from interesting names like Alec Baldwin, John Leguizamo and Martha Stewart. While Tribeca Shortlist has just a few months of operation under its belt, the new year will bring increased marketing and distribution that could make a big difference. Courtesy of jeff bronikowski. Frank Cooper IIIBuzzfeed, Chief marketing and creative officer. Who better to help Buzzfeed understand the needs of marketers eager to utilize the companys branded content magic than Cooper, who came over from the chief marketing post at Pepsi. Co in June. Theres a long line of companies from many different industries with reps standing outside his office looking to harness the power of Buzzfeed. And Cooper is focusing on making sure his firm translates across not just platforms but borders, with Brazil and Japan two key new markets. Hes already moved quickly to improve the branded creative, marketing and research divisions under his aegis. Here, the best ideas win, and we move at the speed of culture, Cooper says. Watch Beware Online Ibtimes'>Watch Beware Online Ibtimes. Helping him accelerate further will be NBCUniversal, which made a sizable investment in Buzzfeed last year. Cooper believes the synergistic opportunities have the potential to shape how social and linear platforms can work together in the future. Courtesy of Frank Cooper. Susanne Daniels. You. Tube, VP of originals. Daniels, who joined You. Tube over the summer after a three year stint as president of programming at MTV, leads the Google owned video services second major original content initiative. The site previously tried to buy big names with million dollar advances, but failed to turn offline celebrities into online success stories. Under Daniels, You. Tube is instead spending money on native talent, producing original feature films and serials with star You. Tubers like Pew. Die. Pie and Toby Turner, and using them to promote its new subscription service You. Tube Red. Red provides You. Tubes homegrown stars with the resources to dream big and explore new things, Daniels explains. However, she also knows that getting You. Tube viewers to pay wont be easy. You. Tube Red is essentially a startup, which always comes with a myriad of unique challenges, she admits, likening the experience to the early days of the WB, where she served as president from 1. It took a while before we found our voice, and established ourselves as a trusted brand with the audience, she recalls. At You. Tube, she now hopes for the same result and to help Red mint some green for creatives and Google alike. Courtesy of Robert Voets. Nick Di. Carlo. Samsung, VP and GM of immersive products virtual realityThe future is already here. Its just not evenly distributed. This famous quote from science fiction writer William Gibson is a sentiment that Nick Di. Carlo, the mastermind behind Samsungs Gear VR virtual reality headset, is living. Gear became the first such VR device to sell to consumers late last year now others are getting ready to release their own headsets.