Channel 4 has poached Sarah Booth as publicity manager for its new digital channel, E4.
Formerly a senior account manager at Avalon Publicity, Booth worked on Big Brother - Bazal's summer smash hit which screened on Channel 4.
She said: 'I hadn't been looking to move - it came about on the back of working so closely with Channel 4.'
E4 will launch at the beginning of next year, and is a free digital, satellite and cable station that will show first runs of popular shows like ER and Sex and the City, as well as new commissions.
Booth reports to Matt Baker, head of press. She said it was too soon to say at this stage if an agency would be appointed for the E4 launch.
The appointment follows that of Alan McLaughlin who joined Channel 4 as corporate publicity manager last month.
McLaughlin was at Tesco for over three years, where he held the position of corporate affairs manager, and worked on issues relating to GM foods and farming.
At Channel 4, he will also report to Baker. His position is a new one, dealing with any corporate issues arising from Channel 4 programmes, including Broadcasting Standards Commission complaints.