USA
Skydance Appoints Jay Askinasi, David Decker and Ray Hopkins to Lead Advertising, Content Sales and Distribution: Skydance has appointed three senior media executives to oversee advertising sales, content sales and distribution, marking a significant step in the organisational restructuring of the combined entertainment business following the merger of Paramount and Warner Bros. Discovery.
Under the new leadership structure, Jay Askinasi will serve as Chief Revenue Officer of Advertising, David Decker will become President of Content Sales, and Ray Hopkins will take on the role of President of Distribution.
The three executives will report to JB Perrette, Co-Chair and Chief Business Officer of Skydance’s television and direct-to-consumer streaming divisions. Askinasi and Hopkins will also join the company’s executive leadership team.
The appointments bring together expertise in advertising, content licensing, streaming partnerships and distribution at a time when the entertainment industry is undergoing significant changes in how audiences discover, access and consume television and film content.
Jay Askinasi to Lead Advertising Sales
Askinasi will oversee advertising sales for the combined company’s media portfolio, with responsibility for developing commercial partnerships and expanding advertising revenue opportunities.
He joined Skydance in November 2025 as chief revenue officer. Before that, he served as Senior Vice President of Global Media Revenue and Growth at Roku, where he led advertising sales, enterprise partnerships, programmatic advertising strategy, marketing and measurement.
Askinasi previously served as Chief Executive Officer of Publicis Media Exchange U.S., overseeing media investment strategy and commercial operations across the organisation’s brands, including the monetisation of its Epsilon assets.
His earlier experience includes leading agency and platform partnerships at AT&T, serving as president of mobile-focused programming and advertising technology company RUN, and working as vice president of regional sales at Undertone.
His appointment places an experienced advertising executive at the centre of the company’s efforts to connect advertisers with audiences across television, streaming and other media platforms.
As advertising increasingly shifts towards data-driven campaigns and connected television, the combined business has opportunities to bring together its entertainment brands, distribution channels and advertising relationships to develop integrated commercial offerings.
David Decker to Oversee Global Content Sales
David Decker has been appointed President of Content Sales, continuing his work overseeing the licensing and distribution of entertainment programming to platforms and broadcasters worldwide.
A veteran of Warner Bros. with more than two decades of experience, Decker has managed the worldwide licensing and distribution of film, television, animation and digital content across major global platforms.
He most recently served as President of Content Sales at Warner Bros. Discovery.
His experience will be important as the combined company manages an extensive catalogue of entertainment properties and negotiates licensing agreements with streaming services, television networks and other content buyers.
Content licensing remains a significant part of the entertainment business, allowing studios to generate revenue from programming through international distribution, broadcast agreements, streaming platforms and other commercial arrangements.
The combination of Paramount and Warner Bros. Discovery brings together a substantial portfolio of film and television properties, creating additional opportunities to market content across territories and distribution channels.
Decker’s role will focus on maximising the commercial potential of this expanded library while managing relationships with buyers and partners across the global entertainment industry.
Ray Hopkins to Lead Distribution
Ray Hopkins has been appointed President of Distribution, bringing more than 35 years of experience in media distribution and commercial partnerships.
Hopkins joined CBS Corporation in 2013 and has extensive experience managing Paramount’s relationships with video providers, digital and streaming platforms, and CBS affiliate station groups.
Before joining CBS, he served as Chief Operating Officer of YES Network, the regional sports network associated with New York sports programming.
His experience spans traditional television distribution and the evolving digital media landscape, where studios must maintain relationships with cable and satellite operators while negotiating agreements with streaming services and other digital platforms.
As President of Distribution, Hopkins will oversee relationships that help ensure the company’s programming reaches audiences through a range of television providers and digital services.
Distribution agreements are an important part of media companies’ business models, influencing how content is delivered, packaged and monetised across different markets.
JB Perrette Highlights Opportunities from the Combined Business
Announcing the leadership changes, JB Perrette highlighted the commercial and creative opportunities created by bringing together the portfolios of Paramount Skydance and Warner Bros. Discovery.
He emphasised the value of combining established entertainment brands, creative relationships and experienced teams to serve audiences and commercial partners in new ways.
Perrette also described Askinasi, Decker and Hopkins as respected leaders with extensive industry experience, strong professional relationships and a commitment to working with partners and employees.
The company expects to announce further updates concerning its organisational structure and leadership team as the integration progresses.
A Major Restructuring of the Entertainment Industry
The appointments come as the combined Paramount Skydance and Warner Bros. Discovery businesses work to establish their leadership structure and integrate operations across film, television, streaming and advertising.
The expanded organisation brings together a wide range of entertainment brands and intellectual property, including major film franchises, television programming, sports-related assets and streaming services.
The merger creates opportunities to coordinate content licensing, advertising sales and distribution across a larger portfolio. However, integrating businesses of this scale also involves challenges, including aligning teams, managing existing commercial agreements and determining how the combined organisation will operate across different markets.
For advertisers, a larger portfolio could provide additional opportunities to reach audiences across television networks and streaming services. For content buyers, the combined library could offer a wider range of programming for licensing and distribution.
For the broader entertainment industry, the restructuring signals the importance of scale, established content libraries and strong commercial partnerships as traditional television and digital streaming increasingly compete for audiences and advertising revenue.
Focus on Advertising, Content and Global Distribution
The appointments of Askinasi, Decker and Hopkins establish dedicated leadership for three essential areas of the combined company’s business.
Askinasi brings advertising and revenue-generation expertise, Decker contributes extensive experience in worldwide content licensing, and Hopkins offers decades of experience in television and digital distribution.
Together, their responsibilities cover the commercial processes that connect entertainment production with advertisers, broadcasters, streaming platforms and audiences around the world.
