Veteran Canadian cable and phone lobbyist Michael Hennessy on Thursday was named as the new president and CEO of the Canadian Media Production Association, replacing Norm Bolen.

Hennessy, most recently senior vice-president, regulatory and government affairs at phone giant Telus, will join the indie producers’ association on June 18, after Bolen bows out in Banff.

His mobile phone expertise won’t be lost on the CMPA as its members look for new revenue streams in the emerging digital age.

But Hennessy also brings earlier executive stints as president and CEO of the former Canadian Cable Telecommunications Association and as a board and executive committee member of the former Canadian Television Fund, before it was retooled to become the Canadian Media Fund.

“As distribution for content in Canada and around the world continues to evolve over online and wireless, as well as traditional on demand platforms, it is crucial for our member businesses to re-examine our current business models in order to better respond to the new demands of consumers and audiences,” Hennessy said in a statement Thursday, on news of his appointment.

“By aligning our businesses with emerging market realities we can ensure the ongoing growth and success of the independent production sector within the digital economy both in Canada and in international markets,” he added.

“Michael’s expertise in developing strategy to succeed in an increasingly borderless world will help boost the delivery of Canadian content across all platforms,” CMPA chair Tom Cox added in his own statement.