In a bold bet on the digital future of entertainment, Time Warner Inc. has selected its digital guru -- Kevin Tsujihara -- as the new chief executive of Warner Bros. Entertainment.

Time Warner Chief Executive Jeff Bewkes' selection of Tsujihara, currently president of Warner Bros. Home Entertainment,  was something of a surprise. Bewkes on Monday passed over two seasoned executives who have been responsible for the Burbank studio's marquee businesses: Bruce Rosenblum, who is in charge of television production, and Jeff Robinov, who is head of Warner Bros.’ prestigious movie studio.

But Tsujihara's humble and low-key personality turned out to be key during a protracted two-and-a-half-year corporate run-off between the three executives. Bewkes was impressed not only by Tsujihara's management style but how he handled himself in the tumultuous process, according to company insiders.

It is unclear whether Rosenblum, who is chairman of the Academy of Television Arts and Sciences, will remain at Warner Bros. beyond August.

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-- Meg James, Los Angeles Times