News Group Newspapers, the owner of The Sun and News of the World, is set to explore the broadcast potential of its brands.
This follows the appointment of Mark Chippendale, the European vice-president of sales at Yahoo!, to the new role of media director.
Chippendale, 45, will assume responsibility for News Group's newspaper, internet and mobile revenues. He will report to Mike Anderson, News Group's managing director, who indicated Chippendale's TV background would also be important when looking at opportunities in the broadcast sector.
Before joining Yahoo! last September, Chippendale was the Sky Media sales director. He had been with the broadcaster since its launch in 1990.
His role at News Group combines the responsibilities of the former advertising director David Emin, who left earlier this year to join Mirror Group Newspapers, with the task of growing new-media revenues.
Anderson said: "Mark has worked in agencies, television and new media - he acquired a lifetime's experience in his time at Yahoo!."
Chippendale said it was a hard decision to leave Yahoo!. He added: "The biggest attraction (in joining News Group) was that I've been talking about how brands can integrate across platforms and how advertisers should use the benefits. This is a great opportunity to work on one of the biggest brands."
Perspective, page 10.