'Happy Accident' lands media veteran at access 360.

ENTERTAINMENT industry veteran Lon Otremba has been at the forefront of the fast-changing media landscape. He has headed Muzak LLC, participated in the creation of CNET Networks and Mail.com and worked with AOL Interactive Marketing Group. His new role is president of Access 360 Media.

"It was a very happy accident that this crone together," he said, "It was the right intersection of all the things I've been doing."

Access 360 Media offers marketing and advertising strategies designed to connect the younger generation to advertisers and retailers. As president of the company, Otremba's main priorities are setting up an organizational system, guiding the company toward growth and executing the company's vision.

Otremba credits his children for showing him the future of the media.

"It's about demand," he said. "I didn't notice until seeing my children. They can watch programs on TV, OnDemand, YouTube, Revver, TiVo their shows, and at the same time they have their iPod, laptop, cell phone, and instant messenger. To them, it's about everything. Not separate buckets."

Otremba studied economics and marketing at Michigan State University and had intended to become an attorney. Instead, his first job after graduation was with Procter & Gamble Co. That first step taught Otremba how products came to the market and the tactics necessary to succeed in the industry. From there he jumped into media.

"The beauty is that we're positioning our media at the young adult demographic," he said, "Once we get the combination right for them, they'll carry it along."

Otremba also sits on the board of EEI Communications, Cardium Therapeutics Inc. and Artes Medical. His involvement with the medical companies gives him the opportunity to use his media background in helping develop strategies.

"I'm able to draw from my previous experiences compared to before where I had to improvise," he said, "We're going down uncharted roads and there's plenty to figure out. There's a new media landscape and it's a golden opportunity to capitalize on that."

Otremba splits his time between New York and Los Angeles. He lives with his wife and teen son and daughter. He enjoys tennis, skiing, traveling and automobiles.