The BBC has poached David Bainbridge, YooMedia's business manager, to market its range of digital and new media services.

Bainbridge previously worked at Five, where he was a member of the channel's launch team and rose to the position of deputy marketing director.

Among the responsibilities of the newly-created, "high level" post - part of the BBC's restructure of its Marketing, Communications and Audiences division - are driving take-up of digital TV, DAB, on-demand TV, broadband services and widening the reach of bbc.co.uk. He will also play a "key role" in Freeview, Digital UK and FreeSat.

The BBC, currently lobbying for an increased licence fee to fund new media services, said that Bainbridge's appointment indicated "the importance the Corporation places on the future of digital services".

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