Beeb appoints gnumeedjia guru

The BBC has found someone prepared to head up its brand new, all-encompassing, forward-looking gnumeedjia outfit.

Ashley Highfield, 34, - currently the MD of Flextech Interactive (part of Telewest) - is the new director of the New Media Division at the Beeb, the corporation said today.

Reporting directly to Greg Dyke, the BBC's director general, his task will be to develop the Beeb's gnumeedjia strategy and oversee its implementation.

Not only will the new umbrella strategy include the Beeb's successful online operations, it will also encompass interactive TV and product development for new and emerging platforms.

And yes, before you ask, "emerging platforms" means WAP.

In a statement Highfield said: "The UK is leading the world in many areas of new media, particularly in the take-up of digital TV and mobile internet, and - along with a number of new high-speed broadband services launching - the demand for great interactive content is growing incredibly quickly.

"BBC Online is an incredible achievement and the advances made in interactive services are very exciting.

"I hope that my experience, combined with the power of the BBC brand, will be an unbeatable combination."

So do we, Ashley, so do we. ®