BBC Worldwide Hires for Oz Post

SYDNEY: BBC Worldwide Australia has named Helen Pendlebury, who is relocating from ITV in the U.K., as its head of commercial, entertainment and children’s brands.

Pendlebury will be responsible for the business development around brands such as Doctor Who and Dancing with the Stars as well as children’s properties, including Charlie and Lola. She takes up the new post in May, reporting to Amanda McGregor, the director of brands, consumer and new ventures. Pendlebury was previously at ITV as the controller of multiplatform solutions, commercial and online.

“Helen comes to us with a wealth of commercial experience and a strong track record in developing brands and fan enjoyment beyond the TV screen” said McGregor. “We are thrilled to have someone of Helen’s caliber join the team as we continue to build our rapidly expanding branded business in Australia and New Zealand.”

“This is an exciting opportunity and a great time to be joining BBC Worldwide Australia with the next series of Dancing with the Stars about to begin and the upcoming 50th Anniversary of Doctor Who in 2013,” added Pendlebury. “I’m really looking forward to working on such fantastic and iconic brands and applying my previous experience developing successful entertainment properties in a new market.”