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Dan is back. Hesse that is. Sprint ( NYSE: S ) Nextel's CEO is going all Hollywood again as the public face of Sprint in a new ad that will begin airing during this Sunday's Emmy Awards show, WSJ reports . Shortly after Hesse joined the struggling carrier nine months ago he appeared in an ad campaign last March to promote the Simply Everything plan that led to an industry-wide shift in flat-rate plans at the other carriers. This time he's hawking ReadyNow, a new service Sprint launched that gives customers one-on-time with a retail customer representative to get their cellphones setup with all their personal information and configured however they wish. "Truth is, technology's only great when you know how to use it," he says in the similar black-and-white commercial. "We want to help you get the most from these amazing devices. So come by a Sprint store for a personalized setup. You'll walk out an expert." Check out the best business jobs in digital media. Go here for paidContent.org Job Board.

-- Qwest Begins Selling Wireless Services Under Verizon Wireless Brand: Qwest has begun offering Verizon Wireless services to all of its new residential and business customers in its service area. Under the new five-year agreement that came after Qwest dropped its MVNO business arrangement with Sprint ( NYSE: S ), Qwest can sell its customers a suite of products and services from Verizon Wireless ( NYSE: VZ ). Current Qwest Wireless customers will soon be notified of the change, the company said, but won't be required to do anything for some time to come. When those customers are eventually required to switch to Verizon Wireless, Qwest will waive contract termination fees and provide special offers. Billing systems between both companies are expected to be integrated this fall. ( Release .) -- W3C Releases Mobile Web Best Practices: A new group of best practices for the mobile web has been released by W3C, short for the World Wide Web Consortium. The guidelines are aimed at helping content creators develop content that works on the widest array of mobile devices possible. Other issues such as user experience, data input and page scrolling are tackled in the document as well. The organization also launched a mobile OK checker that works alongside its validator . -- Criss Angel Mindfreak Adds Text-In Component To Latest Stunt: A&E has added a text-in component to the latest special from Criss Angel Mindreak that airs tonight. For his latest stunt, Angel will be shackled inside a six-story former hotel in Florida where he'll attempt to escape before the building is imploded. Viewers will be able to send supportive text messages to him during the event, which will appear at AETV.com and a JumboTron located at the site. The network's also offering a subscription to a text blog that will send live updates every 10 minutes from the event to their mobile phones. -- Telegent Systems Gets Mobile TV Chipset Into ZTE Devices: Telegent Systems inked a deal with ZTE...

A little over three years since Discovery Networks hired him to oversee much of its new media planning strategy, Chris Schembri has defected to AT&T ( NYSE: T ), where he will oversee the telco's $3.3 billion media spending, AdAge reported . Schembri will take on the new role of VP, media services. Schembri has been credited with managing a number of digital initiatives while at Discovery, including a deal with Verizon Wireless ( NYSE: VZ ) that surely caught AT&T's attention. As part of a promotion for Discovery's fisherman adventure series "Deadliest Catch," the cable network tied with Verizon on giving away free wallpapers, ringtones, mobisodes, polls and other content related to the program. At AT&T, Schembri will work closely with Wendy Clark, SVP-advertising - the person who created his new post. Schembri's departure is something of a blow to Discovery, which has been concentrating on new media, including its marketing capabilities, for the past year.