Adkins joins from BBC Worldwide's TV Sales division where she was responsible for negotiating the sale of programming in the UK and Ireland market, including working with video-on-demand services at BT and Homechoice.
She will report to Simon Danker, director of digital media, and will be responsible for sourcing the programming and digital content for the global digital media business, which includes BBC Worldwide's VOD and mobile offering, in addition to its proposed commercial iPlayer.
In addition, Adkins will lead the development and growth of the division's digital media content catalogue, primarily in terms of television shows, but also through the development of newly commissioned or re-purposed content for mobile and online.
"Jemma's experience in the TV sales division will bring valuable experience in rights, independent relationships and knowledge of the BBC programme catalogue to her new role."
Adkins added: "Content is at the core of our global offering and by leading the development and growth of BBC Worldwide's digital media content offering, I aim to ensure that popular entertainment is available as and when our consumers want it."
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