BBC Publicity nets Bridges for Simpson's youth team

BBC Publicity has poached ex-Paramount Comedy Channel marketing and

PR manager Roberta Bridges to work as a publicist for BBC Choice,

forming a six-strong 'audience based' team, targeting the Corporation's

youth output.

The team, led by publicity manager Paul Simpson, to whom Bridges

reports, has a remit comprising Radio 1, BBC Choice, and the BBC's

Essentials campaigns.

Forthcoming digital TV channel BBC Three and the Corporation's proposed

urban music digital radio service are also set to fall within the

group's brief, subject to Department for Culture, Media and Sport


In addition to Bridges' appointment, Michelle Osborn has been promoted

to work across Radio 1 and Choice, focussing on talent overlap, music

content, and the radio station's live events this summer, while Nick

Caley becomes lead publicist on Radio 1.

Both were previously Radio 1 publicists reporting to Simpson.

As yet, Paramount Comedy has not announced a replacement for Bridges,

although an appointment is imminent.

The creation of this team is designed to build on Radio 1's

repositioning to focus on a 15 to 24-year-old target market. It also

marks a corporation-wide strategy to move away from often competing

individual TV, radio and internet promotion. The youth division will

also offer specialist support to other areas of BBC Publicity.

The move is the latest in an array of changes to the BBC's PR function

following the appointment of Sally Osman as head of communications in

November last year. Earlier this month, David May was recruited from

Channel 4 to lead a newly-created strategic communications department.

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