MUMBAI: BBC Worldwide, has announced that Jemma has joined the digital media division as Head of content.

Earlier Adkins was handling BBC Worldwide TV sales division where she was responsible for negotiating the sale of programming in the UK and Ireland market including working with VOD services BT and Homechoice.

Reporting to director of digital media Simon Danker, Adkins will be responsible for sourcing programming and digital content for the global digital media business which includes BBC Worldwide’s VOD and mobile offering in addition to its proposed commercial iPlayer, asserts an official release.

Adkins will lead the development and growth of the division’s digital media content catalogue, primarily in terms of television programmes but also through the development of newly commissioned or reversioned content for mobile and online, adds the release.

Commenting on Adkins' appointment Danker said, "Jemma’s appointment demonstrates BBC Worldwide’s commitment to making our content available on multiple devices throughout the globe. Her experience in the TV Sales division will bring valuable experience in rights, independent relationships and knowledge of the BBC programme catalogue to her new role."

Adding Adkins said, "I’m delighted to join the digital media division at such an interesting time. Content is at the core of our global offering and by leading the development and growth of BBC Worldwide’s digital media content offering I aim to ensure that popular entertainment is available as and when our consumers want it."

BBC Worldwide Ltd is a wholly owned subsidiary of the British Broadcasting Corporation (BBC).