Ethiopian Entrepreneur Bethlehem Tilahun Alemu is to be featured by Sony Pictures Entertainment in its upcoming series 
‘Trading Secrets: Inside the Minds Shaping Global Business’.
The participants selected to be part of the series represent the most inspirational business leaders from around the world and Bethlehem was selected for her business acumen, ingenuity, innovation and commitment to establishing an international brand that aims to benefit both consumers and workers equally said Mat Steiner, Managing Director for the GOGGLE box division of Sony producing the series.
The eight part series commissioned by the BBC will air internationally to more than 300 million homes at the end of 2012.Filming for the project began in Addis Ababa this week before moving to Denmark in the coming weeks.
The series explores the new international business scene by looking at the 16 most notable business leaders on the planet.
The BBC is expected to heavily promote the series with a fully integrated marketing strategy combining all form of media including, print, TV, multimedia and social media.
Each episode will feature the meeting of one of the business figures with another from the group, filming the conversations covering their experiences of running an international business, the lessons they have learned and their decisions and strategies that have influenced the global business landscape.
Bethlehem will be partnered with Joergen Vig Knudstorp, Chief Executive of LEGO the third largest toy manufacturer in the world. The two will meet at LEGO headquarters in Billund, Denmark.
Source: SoleRebels Press Release
