Highfield has been appointed chief executive of the on-demand TV service, code-named Kangaroo, with a remit to establish it as one of the UK's most successful online platforms for big-brand advertisers.
The BBC executive, credited with the successful launch of the iPlayer service, will lead negotiations with third-party content-owners and drive discussions to make the internet TV service available on other platforms.
Kangaroo's backers are looking for a commercial director who will promote the service to brand-owners keen to cash in on demand for internet TV. How-ever, Highfield is also expected to be instrumental in attracting advertisers to the service.
Kangaroo will launch in the UK later this year, providing personalised advertising opportunities, targeting users by location, age and demographic profile. ITV and C4 will handle ad sales around their own programmes, while BBC Worldwide will appoint a third party to handle advertising around its content.
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