The former-Freeserve strategy director Gisby was most recently vice-president of media and communications for Yahoo! Europe. Prior to that, he was UK managing director replacing Fru Hazlitt, having joined Yahoo! in 2004.
He will take up his new post from the beginning of December and will report directly to Andy Duncan, Channel 4 chief executive. He will join the Channel 4 board and its executive management team.
Channel 4's new media division, which was previously part of the new business directorate, will report to Gisby. He will also take over management responsibility for technology.
Gisby said: "Channel 4 has a powerful and trusted brand, an unrivalled relationship with young audiences and a creative culture that places a premium on innovation -- there's no reason why it can't have the same impact and success in new media that it has enjoyed in TV for the last 25 years."
Gisby will work with Kevin Lygo, director of TV and content, to help expand the channel's new media operations and grow digital revenues. One of his first jobs will be to oversee the ongoing revamp of channel4.com and increase the amount of video content available, which is designed to support the position it has built in video-on-demand via broadband, through the launch of 4oD in December 2006.
Duncan said: "Jon is the ideal candidate for this important new role -- he combines an impressive management track record with leading edge online media companies with experience of strategic development for a public service broadcaster."
Gisby worked for Freeserve between 1999 and 2004 in a variety of senior management roles including managing director, portals and director of strategy and new business. Prior to specialising in new media, he worked as an analyst and in a variety of consultancy roles including a stint in the BBC's corporate strategy team.
Separately, Channel 4 said that its operations division -- including transmission, engineering and post production -- which the channel is proposing to outsource to Red Bee Media, will continue to report to group finance director, Anne Bulford.
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