White was Milligan's number two and now takes on the position of executive sales director, reporting to Jane Lighting, five's chief executive. Williams, who was a sales controller under the old regime, becomes the sales director and will report to White. Both will sit on the board of the TV station.
White and Williams are restructuring the sales function at five to expand revenues from interactive, telephony and brand partnerships. After a period of consistent growth, five's audience has started to plateau, restricting the revenue that can be derived from just spot advertising.
Williams said: "We both see this as the perfect time for five to structure a sales department designed to reflect the new opportunities which are opening up for broadcasters. The area of secondary broadcast revenue offers huge scope for development and we want to ensure that we are in prime position to take advantage."
Milligan resigned to take on the new role of managing director of Sky Media.
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