The BBC has appointed its first executive to liaise with electrical retailers in preparation for the launch of digital TV.
Graham Cheetham, concept development controller at Woolworths, becomes retail account manager – digital services. He will be responsible for developing and implementing a co-ordinated BBC digital strategy for retailers across TV, radio and online.
He will also co-ordinate BBC digital strategy with other digital platform operators’ plans.
The BBC’s public service charter means the corporation has very little experience in talking to retailers. It is not allowed to endorse manufacturers’ products with its brand.
The corporation is committed to putting its services on all digital platforms and must ensure companies such as British Digital Broadcasting and BSkyB give viewers correct information on its services.
Strategy must also be co-ordinated with retailers, with in-store information leaflets and promotional material and the training of shop staff.
Cheetham has held senior positions with Dixons, Comet and Woolworths since moving into retail 12 years ago from Cadbury Schweppes and Nabisco.
Jane Frost, BBC head of corporate and brand marketing, says: “His varied experience, coupled with active knowledge of many of the key retail players and his own enthusiasm will make him a valuable asset to the BBC Digital Services team.”