Channel 4 is appointing former Yahoo (NSDQ: YHOO) exec Jon Gisby as its first director of new media, paidContent:UK has learned. Gisby has previously been the portal’s UK MD and media VP for Europe after earlier having held a director position at Freeserve and advised on the BBC’s early digital strategies. His appointment has not yet been confirmed.

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C4’s new media division to date has come under the auspices of the new business directorate, but new media MD Andy Taylor recently left to join independent producer All3Media. In a beefing up of their function, the new media staff will now report to their own dedicated new media and technology director - Gisby will report straight in to C4 CEO Andy Duncan. Gisby had left Yahoo earlier this year.

Confirmed: Gisby will start early in December, says an emailed release. He will work alongside TV and content director Kevin Lygo to ensure public value and drive commercial revenue. C4 is upgrading channel4.com to “significantly increase the amount of video content”