MUMBAI: The incoming BBC DG Tony Hall is building a senior team that is set to define the BBC and public service broadcasting in the UK for the next decade.

In the first in a series of appointments to the BBC?s senior management team, James Purnell, currently a senior producer at Rare Day and adviser to the Boston Consulting Group, has been appointed as Director, Strategy and Digital.

Purnell is a former Secretary of State for Culture, and is on the board of the British Film Institute and the Royal National Theatre. He is returning to the BBC, having been Head of Corporate Planning in the 1990s. He will lead on developing the BBC?s strategy, in the build up to the BBC?s centenary. To that end, his remit will include running the Policy & Strategy, Digital, Public Affairs & Communications, and Marketing & Audiences divisions.

?I?m really excited to be coming back to the BBC, to work on its future with such a great team. Over the last couple of years, producing and developing programmes has rekindled my passion for the career I had before politics. I feel very lucky to have the chance to return to the BBC at such an important time,? says Purnell.

Hall has also announced that following nearly five months as Acting DG, Tim Davie?s new role at BBC Worldwide has been expanded to incorporate a more strategic global perspective. As CEO, BBC Worldwide and Director, Global, Davie will be responsible for developing the BBC?s international brand and editorial strategy.

"I am very pleased to take on the important task of building the BBC brand globally and leading a growing, creative BBC Worldwide," says Davie.

As well as the appointments above, Helen Boaden will be taking up the post of Director, BBC Radio (formerly Director A&M).

Boaden, who is currently Director, BBC News is a former Controller of BBC Radio 4 and had a long track record in radio before joining News. During her time at Radio 4, the network won Sony Radio Academy Station of the Year for two consecutive years in 2003 and 2004.

The BBC will now begin the process of recruiting a new Director, BBC News, and Director, BBC Television. These posts will be advertised shortly.

Says Hall, ?There will be more changes over the coming months and there is a lot of hard work ahead but today?s appointments are the first steps in delivering that vision.