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As BBC Studios America gets set to enter North America’s streaming wars with BBC Select, former TiVO exec Tara Maitra has been named to fill the new role of chief commercial officer.
And Jennifer Ball, formerly with Univision and Promax, becomes senior vp of marketing at the BBC’s U.S.-based commercial arm. The hires come ahead of BBC Studios launching the ad-free subscription VOD service BBC Select in the U.S. and Canada in early 2021, initially on the Amazon Prime and Apple TV platforms.
Maitra will oversee operations in the U.S. for BBC Select, while Ball will focus on the marketing and media strategy. Based in New York City, Maitra and Ball will report to Rebecca Glashow, BBC Studios Americas president.
“Tara and Jennifer will provide strong leadership and direction for a team focused on creating commercial value and building the brand with key clients and our direct-to-consumer offerings. I am confident their respective proven capabilities and entrepreneurial style will move us to the next stage of growth in the market,” Glashow said in a statement.
BBC Select is the latest bid by the BBC to use digital platforms to make up for reduced linear TV viewing after the launch of the on-demand service iPlayer and the roll out of Britbox in North America as a niche subscrption VOD service.