Hollie Choi, managing director of the Entertainment ID Registry (EIDR), has been named president of the home entertainment nonprofit trade association OTT.X, the group announced Dec. 4.
Choi, who will continue as managing director of EIDR, takes over for longtime OTT.X president Mark Fisher, who announced his retirement earlier in the year. Choi will begin her new duties with OTT.X on Jan. 6.
“As Managing Director of EIDR, my commitment to the organization remains as strong as ever,” Choi said. “While I’ve recently taken on the role of President and CEO of OTT.X, I’m confident that my experience as a fractional executive uniquely positions me to effectively balance both roles. This is not a shift in focus but an opportunity to strengthen connections and explore synergies that can benefit EIDR and its members. I remain fully dedicated to ensuring EIDR continues to thrive and deliver the value our members expect.”
An announcement from OTT.X hailed Choi as a purpose-driven leader with a focus on adding value, fostering relationships, and a proven track record of creating vision and driving strategic growth. With nearly 15 years at major studios and a successful tenure as managing director of EIDR, she has been a driving force behind transforming systems and organizations. Her resourceful leadership has resulted in increased effectiveness and streamlined operations, while positioning organizations for meaningful, long-term growth.
Cameron Douglas, OTT.X chairman and SVP of OTT and streaming for Fandango, said in the statement: “On behalf of the OTT.X board of directors I want to thank members of the executive search committee for their rigor, diligence and unwavering resolve throughout the search process. Also, a big thank you to interim president Eric Hanson for leading OTT.X throughout 2024. And finally, a tremendous thank you to both Steve Apple and Jose Rodriquez from the OTT.X team for their tireless work to deliver the fantastic programs and events that empower, educate and connect the OTT.X membership community.
“Hollie already has exciting plans for the future of the organization, and you won’t want to miss out on what is ahead.”
Based in Los Angeles, OTT.X was formerly the Entertainment Merchants Association (EMA), and was established following the mid-2006 merger of the Video Software Dealers Association (VSDA) and the Interactive Entertainment Merchants Association (IEMA). OTT.X counts more than 120 media and entertainment companies as members.