Broadband provider BT has made a significant hire as it aims to increase the popularity of its subscription television services.
The firm has recruited Virgin Media Executive Director Alex Green to oversee its BT Vision arm, in a bid to drive growth across the platform.
He will join the firm in early 2012 having been poached from BT's main industry rival.
Mr Green will also be responsible for BT's involvement in YouView – the connected TV service set to launch in the new year.
BT is one of a number of stakeholders in the TalkTalk-led YouView project, with the BBC, ITV, Channel 4, Five and Arqiva also involved.
"Alex has an excellent reputation and track record within the industry and he joins BT at a pivotal moment for our future television services," said BT Retail Chief Executive Gavin Patterson.
"He has direct experience with Virgin Media of launching their next-generation TV service, which will be a huge asset to BT as we embark on the transformation of our own TV services in the new year."