David Bainbridge to lead BBC's digital marketing initiatives

MUMBAI: UK pubcaster the BBC has appointed David Bainbridge to lead the marketing of its digital and new media services. Bainbride is currently YooMedia's business-to-business arm MD. He takes up his new job in May.

The appointment follows the BBC's decision to restructure its marketing, communications and audiences division, and the new high level post indicates the importance the corporation places on the future of digital services.

His responsibilities will include driving the BBC's Building Digital Britain activities including driving the take-up of digital television and radio (DAB), On Demand TV usage, new internet/broadband penetration and driving the reach of the sites.

Leading a team of 15 marketing and communication professionals, he will also play a key role in the BBC's involvement in Freeview and Digital UK and the development of a free satellite offering by the BBC and other industry partners. He will report to BBC director of marketing, communications and audiences Tim Davie. He will be an integral part of the BBC New Media management team led by Ashley Highfield, who is the director of new media and technology.

Davie said, "David has an impressive record of achievement in the marketing, broadcast and new media sectors. He is the right person to lead marketing and communications for the BBC's Building Digital Britain ambitions, and I am delighted to have recruited a candidate of such outstanding calibre to join our strong BBC team."

Highfield said, "David has a wealth of experience in understanding our audiences' needs in this rapidly changing world. His skills will be critical to us to maintain our reach and relevance with our digital services. We very much look forward to him joining the team."

Bainbridge said, "It doesn't come much more exciting than helping to figure out the role the BBC plays in a converged world. Combine this with telling the British population what this means in real terms and the impact it could have on their every day lives and you have one of the most interesting communication challenges in the UK over the next few years."

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