ITV Hires BBC's Micklethwait for Digital Strategy Role

In the UK, former BBC digital strategist James Micklethwait has been hired by commercial broadcaster ITV for the newly created role of Director of Product Strategy, overseeing product development, audience research, and web analytics. He starts in April.

Most recently Micklethwait was Controller, Journalism & North Strategy at the BBC, prior to which he held several roles including Programme Director of iPlayer, and Head of Strategy for Future Media & Technology.

In the new post, he will oversee a new team that combines three departments - strategic partnerships; online product strategy; and a unit combining audience research, web analytics, CRM, home page management and innovation.

Micklethwait will also be responsible for driving ITV's free and paid-for online and on-demand products, reporting to ITV.com MD Robin Pembrooke.

The appointment is part of ITV's multi-platform expansion five-year strategy, which will see Micklethwait and his team 'setting the product direction for 2012 and beyond', and driving the broadcaster's CRM and data strategy.

'Our short terms goals of improving and distributing the ITV Player and the design and functionality of ITV.com are clear and there's great momentum building around both,' states Pembrooke. 'This is one of many changes we've made in the last three months to get ITV fit to compete in the online and on-demand space.'

Web site: www.itv.com .