Soames, who was head of marketing direct to home at Sky, was a key figure in launching Sky+ for BSkyB and brings with him seven years' experience of new product and brand marketing.
He will be responsible for all launch marketing for BT's TV over broadband and will report to Andrew Burke, chief executive of BT Entertainment.
In addition, BT has selected Philips to supply set-top boxes for the service it is launching next year to rival Sky and NTL/Telewest.
Each Philips set-top box will include a personal video recorder able to store 80 hours of programming, similar to Sky+.
The service will allow BT customers to gain access to more than 30 digital terrestrial channels, video-on-demand, catch-up TV and interactive services.
It will be available without a subscription fee to BT customers, but will not be available in the UK until late summer or early autumn 2006.
Ian Livingston, chief executive of BT Retail, said: "We see next-generation TV as a vital element of our vision for home entertainment. In an increasingly converged world, BT customers will be able to benefit from the combination of television, communications and the internet.
"For example, football fans across the country will be able to chat using video telephony while watching a match. Our catch-up TV offering will also allow people to watch programmes they may have missed but wanted to see."
The news comes as Sky has put itself in direct competition with BT by acquiring broadband services group Easynet for £211m to help it expand into the growing market for high-speed internet connections.
The acquisition will give BSkyB full control of Easynet's broadband services, which serve more than 4m homes in the UK.
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