Sony Pictures Entertainment (SPE) has formed a new division (unnamed as of publication) to develop character-based entertainment primarily targeted to the kids market in live action, CGI, cel animation and other media. This is in addition to the family films, which will continue to be developed and produced by Columbia Pictures. Sander Schwartz has been named president of this new entertainment group, in addition to his current responsibilities as head of SPE's Columbia TriStar Television Children's Programming, which will fold into this new division. Schwartz, who will report to SPE Co-President and COO Bob Wynne, will oversee a wide slate of original live-action and animated theatrical releases, television programs and direct-to-video products, all created especially for children and families. Schwartz commented, "From the inception of our animation and children's programming unit a few short years ago, the mandate to produce the highest quality programming has always been present. We are now confirming our commitment to this segment of the entertainment business as a core component for the growth of our company...We will be directing our efforts towards finding and nurturing the new talent that will drive our future family entertainment business, as well as mining opportunities to build franchise properties from SPE's current library assets." SPE Worldwide Marketing President Bob Levin expounds the importance of creating characters, "Ultimately, it is captivating characters that drive family entertainment, and with our new division we will have the resources and focus necessary to drive character creation, and to market those characters around the world through all of SPE's units."