The British Film Institute (BFI) has appointed a director of digital, Edward Humphrey, to drive its digital strategy.
Edward Humphrey has worked for organisations including ITV, Virgin Media, Zodiak Media and Disney. He will take the position on January 14 2013 and will report to BFI CEO Amanda Nevill.
Humphrey will be responsible for driving commercial partnerships and BFI's video on demand platform, as part of its "BFiPlayer" project that will see 10,000 of its films digitised over the next five years.
The commercial model for the "BFiPlayer" will be decided in February, with plans to launch a digital platform by the end of 2013.
Humphrey will lead the next phase of the BFI’s website to increase traffic and establish it as an online resource for British filmmakers and film audiences, said the BFI.
CEO Nevill said: "We have big digital ambitions and working with the committed and talented BFI digital team Edward will be instrumental in rolling out our Film Forever plans next year."
Humphrey said: "Digital and social media have fundamentally shifted the way audiences discover, watch and talk about film, and I'm very excited to lead the BFI's response to this challenge.
"By using these new platforms, we have a unique opportunity to unlock the magic of the UK's cinematic history and help shape its future."