
Webb will be responsible for developing the company's portfolio of multiplatform entertainment brands, including Living, Virgin 1, Bravo and Challenge. He has been promoted from the role of managing director.
Webb joined Virgin Media Television in November 2006. He focused on digital development and was involved in the strategy for free, pay, and on-demand content through broadcast and broadband.
Reporting directly to Virgin Media chief executive Neil Berkett, he will assume overall management of IDS, Virgin Media Television's advertising sales house.
Virgin Media has refused to comment on reports that it plans to sell its content division.