ITV, the main commercial broadcaster in the UK, has a new controller of interactive television and online services.

Ann Cook, former director of international client relations at Associated Press, will work alongside commercial development director Jane Marshall, who previously held the role, and product development director Kevin Gooding. She will report to Tom Betts, the chief operating officer of the new ITV Consumer division headed by Jeff Henry.

The priorities will be to develop “commercially focused, compelling content that complements ITV’s linear broadcast channels”. The portfolio includes the recently launched ITV Mobile and ITV Local initiatives.

The local broadband television service for the Brighton and Hastings area attracted 35,000 viewers in its first day, each watching for an average of 45 minutes.

ITV is also planning to launch an interactive TV gaming channel, ITV Play, to bring in transactional revenue streams from viewers. The company is currently commissioning for the new channel and is also understood to be considering strategic acquisitions to grow the business.