Taylor, formerly vice-president, director of sales UK & EMEA for The Hallmark Channel, will report directly to Mark Mohan, commercial director of the international sports broadcaster that is set to end Sky's monopoly of live Premiership football coverage in the UK.
He has recently been working as a consultant for Viacom Brand Solutions and the BBC.
He was used by Setanta as a consultant to oversee the advertising sales pitch made last year for the channel's growing sports empire, which was won by Virgin Media (formerly Flextech) sales operation, IDS.
The latter now has the sales representation contract for Setanta until 2010.
Taylor's previous roles include associate director at Carat, media director at Euro RSCG, and he was also broadcast director at WWAV Rapp Collins.
He also launched the advertising behind L!ve TV as Mirror Television's deputy sales director.
In the UK, Setanta provides nine channels on satellite and cable including PGA golf, horse racing and American sports.
As from August, it has the rights for 46, or a third of, the live Premiership games.
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