Tim Southwell lands editorial director role at Switch2

Tim Southwell, the former editor of Loaded, is joining Switch2, the UK’s first internet broadcasting network, as editorial director.

Tim Southwell, the former editor of Loaded, is joining Switch2, the

UK’s first internet broadcasting network, as editorial director.



He will be joined by the Loaded publisher Adrian Pettett, who takes on

the title of publishing director.



The site, which launches in late spring, will be a five-channel digital

platform providing a single online destination to offbeat entertainment

and music.



It is targeted at 15- to 35-year-olds and will feature text, audio and

video material streamed into five channels: music, film, comedy, sport

and games. It will also allow users to participate in chatrooms and will

offer branded consumer goods.



The company claims that most of the content will be original material

but that deals with major broadcasters concerning the licensing of

properties may be made in the future.



Southwell and Pettett will join a raft of senior people spanning the

music, marketing and publishing industries at the company. The managing

director is David Wardlaw, a former consultant for Deloitte & Touche and

Coopers & Lybrand; the director is Paul Morrison, the former managing

director of KLP, part of Euro RSCG; Tony Cross, the ex-publisher of Sky

magazine, is deputy editorial director, while Simon Pizey, who was head

of production at MTV, joins as production director.



The site is being launched by Edison Interactive Broadcast, an

e-commerce and digital media company.



Wardlaw said: ’At the moment, the majority of the internet is boring and

text based. The launch of Switch2 will create a new entertainment

network that people will want to watch.’