MUMBAI: BBC Worldwide has appointed Joyce Yeung to the newly created role of senior VP for global TV sales in Asia. She joins next year.

Currently Sparrowhawk Media VP sales and business development Asia Pacific, Yeung will lead BBC Worldwide's content distribution activity across television, DVD and digital platforms, as well as licensing.

The move reflects an increasing focus on the region for BBC Worldwide's global TV sales division with ambitions to build on its successful programme distribution business and expand on growing digital and local production opportunities.

BBC Worldwide MD global TV sales Steve Macallister said, "Asia is core to our growth plans. With an established team achieving strong distribution sales, we are well placed to take our Global Sales business to a new level of competition and commitment.

"Bringing Joyce into our senior management team and tapping into her formidable strengths in the region are pivotal steps in raising our Asian profile and driving our business forward."

Yeung says, "It's very exciting to be joining BBC Worldwide at a time of new expansion in the region. The vast extent of BBC Worldwide's content is unrivalled, and I am really looking forward to working with the team to steer the business to new levels."

Yeung will be based in BBC Worldwide's Hong Kong office but will also oversee the Toyko sales team. She will lead an overall sales force of 24, supported by the Asian management team comprising Katsuhiko Waza in Tokyo, and Pierre Cheung, Linfield Ng, Maggie Wong and Helen Wong in Hong Kong.

Yeung is BBC Worldwide's second SVP appointment in the region, working alongside senior VP Asia Pacific for Global Channels, Christine Leo-McKerrow.