British Telecom has poached Jamie Hindhaugh, head of London 2012 production at the BBC, to oversee its new sports channel.
In June the company won the rights to show 38 live Barclays Premier League games per season for three years.
The deal includes 18 of the best quality ‘first pick’ games and marked the first time a broadcaster other than Sky has won rights to any of the prime live matches. The satellite company won the rights to all other matches.
The firm has also signed a £152 million, four-year deal to show exclusive live coverage of the Aviva Rugby Premiership starting from the 2013/14 season.
The company is believed to shopping for further rights to win viewers to the new channel which it has said would be distributed across as many platforms as possible.
Hindhaugh will be jointly responsible for launching the new channel and oversee day-to-day operations.
Earlier this week the communications giant confirmed that Jake Humphrey would anchor its Premier League coverage.