The BBC has appointed controller of TV strategy Jane Scott to the new position of controller of strategic marketing for television, as first predicted in Marketing Week (February 17).
The announcement follows weeks of speculation regarding Maureen Duffy’s position as controller of TV marketing.
Duffy is to take time out from the BBC to study for the advanced management programme at Harvard.
It is thought that Duffy, who would report to Scott, saw her role as being diminished.
Scott, who will report to BBC public service marketing director Sue Farr, is now responsible for both strategy and marketing on BBC 1, BBC 2, BBC Choice and BBC Knowledge.
Formerly marketing director for the Financial Times, Scott will lead a team working with director of television Alan Yentob and director of new services David Docherty to develop and implement channel, audience and marketing strategies.
Scott says: “It is vital for the BBC to analyse, interpret and understand the diversity of the modern broadcasting environment, both our own and others’.
“The team will develop and effect strategies across services, channels, genres, different audiences and brands to ensure the BBC’s shape for the 21st century.”