MUMBAI: UK pubcaster The BBC's commercial arm BBC Worldwide has announced the appointment of BBC Head of Entertainment Group, Wayne Garvie, as its new director content, production. Wayne will take over responsibility for a number of business activities from BBC Worldwide deputy CEO, Mike Phillips, who retires at the end of March 2006.

Garvie will assume responsibility for securing and producing content for the company, including managing vital investment relationships with BBC Production and with Independents. He will also drive the development of an international production and format business for BBC Worldwide.

BBC Worldwide CEO John Smith said, "In a world where TV channels are proliferating and technology is constantly delivering new ways for people to access media, the key competitive advantage for BBC Worldwide will continue to be great content. Wayne's track record in producing and commissioning outstanding shows, plus his experience in developing these for international markets, make him the perfect candidate for this role. We are delighted to welcome him to BBC Worldwide at a hugely exciting time for the company as we expand into digital formats and new markets worldwide."

Wayne has been the head of BBC's entertainment group for four years. In that time, the department has been transformed, with a new generation of creative leaders and a host of new shows such as Strictly Come Dancing, Dragons' Den and The House of Tiny Tearaways. In addition shows like The Weakest Link, A Question of Sport, Mastermind which he was involved with continue to flourish.

Garvie said, "I have enjoyed four wonderful years as the head of entertainment, but this is one challenge that I couldn't resist. Television is now truly a global business and I aim to ensure that the best of British content and formats gets the global exposure and rewards our producers deserve."