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Ministry of Sound (MOS) has poached Excite UK managing director and

former IPC commercial director Rebecca Miskin to lead the youth brand

into fresh media initiatives.

Miskin's appointment as chief executive of the media division comes as

the MOS plans to exploit its core assets of its nightclub, branded

club-night events and recording artists over multiple channels.

The role will see Miskin report to chairman and Virgin Radio founder

David Campbell, with a brief to lead the expansion and marketing of all

the company's radio, TV and publishing interests.

Her appointment follows MOS' decision, late last year, to make head of

marketing Jason va Haeften and head of radio Mark Ovenden redundant as

part of a raft of job cuts (Marketing, November 8, 2001).

The entertainment group is looking to land its first analogue radio

licence as well as increase its number of digital radio stations. It

also plans to set up a TV production arm and make youth-oriented

programmes for terrestrial television carrying the Ministry of Sound

brand. Miskin's remit will also be to oversee Ministry magazine and

ministryofsound.com, which it claims is the world's most popular dance

music station.

"Ministry is one of the very few brands successfully targeting

fragmented youth culture," said Miskin. "It's a strong aspirational

brand, but the different media elements of the business need to be

pulled together."

Ministry's expansion plans come on the back of investment group 3i's

£20m injection into the business last year.