Ridings will oversee ad sales marketing, manage third party promotions and devise an off-channel media strategy for the broadcaster, which launched in the UK in March this year. He will report to Joshua Katz, president of marketing.
The channel, which was founded by former US Vice-President and environmental lobbyist Al Gore, targets 18- to 34-year-olds and encourages viewers to submit their own programming and consumer-generated podcasts.
Ridings has 10 years experience in marketing and media buying and planning, and was senior brand manager at MTV Networks Europe before joining .
Prior to this, Ridings was a marketing consultant at Heavenly, where he worked on the launch of The Poker Channel. He is also a former media planner and buyer at Rocket, where he worked on accounts for Emap Performance, Fabric and Epic Records.
The Current TV channel, which is available on Sky and Virgin Media packages, said Ridings' appointment was part of its aim to deliver an exciting media brand for young adults, and strengthen its relationship with the broadcaster's distributors.
Katz said: "David is going to be a key player in making Current the UK's leading media brand for young adults. He has excellent insight into youth trends and is experienced in devising creative strategies across a variety of channels."
_1.jpg)
.jpg)
