Initiative Media hires former Rapture chief

Robert Ditchum, the founder of the youth satellite channel Rapture,

is returning to the media agency world as the commercial director of

Initiative Media.

Ditchum, who left Initiative in 1994 to work in the television

production business alongside Adam Stanhope, will help to develop the

broadcast, sponsorship, digital and UK media research services of


Rapture, which was launched in 1997, closed down last October after it

failed to hold its head above water in the downturn. Ditchum founded the

station with Stanhope and was the commercial director.

Before launching Rapture, Ditchum was the European broadcast director of

Initiative. Prior to this he worked at Leo Burnett and Still Price Court

Twivy d'Souza. He will join Initiative later this month.

Ditchum's appointment completes a management reorganisation that has

seen Roy Jeans appointed the managing director of the Unilever business

in the UK, Gary Birtles promoted to the director of UK (excluding

Unilever) and Tim Allnut made the first planning director.

Jerry Hill, the group chief executive of Initiative, said: "I am

delighted that Robert is joining the management line-up, his unique

combination of skills will add greatly to the output of the agency."