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The move partly fills the void created by the departure earlier this month of Virgin Media's chief executive of content, Malcolm Wall.

Virgin Media would not confirm who is now handling Wall's other responsibilities, namely oversight of Virgin Media's 50% stake in UKTV, the pay-TV broadcaster.

IDS managing director James Wildman will now report to Webb, who in turn reports to Virgin Media chief executive Neil Berkett. Webb previously reported to Wall.

In his new role, Webb will be responsible for leading the development of the company's portfolio of brands such as Living, Virgin1, Bravo and Challenge.

He was appointed managing director of VMtv in November 2006.

Wall's departure preceded the sale of Virgin Media's content operations. Last week, the company announced a deal to sell its TV shopping channels arm, Sit-up TV, to German-based investment vehicle Aurelius for an undisclosed sum.

It also issued a sales memorandum for its Virgin Media TV unit, owner of channels such as Living and for IDS. It has excluded its 50% stake in UKTV from the sale.