BT has appointed an executive from the Disney broadband group as director of interactive and commercial media for the television services business of the telephone company.

Antony Carbonari was most recently director of broadband services for the Walt Disney Internet Group. He will report to Dan Marks, chief executive of BT Television Services, managing a team of sales, product management and business development executives. He will have responsibility for revenue from advertising and sponsorship as well as the use of the interactive back-channel.

Commenting on the appointment, Dan Marks said it “underlines BT’s commitment to building a world-class television service staffed by the most talented team of entertainment professionals.” It is not the first time that he has referred to the creation of a “world-class television service,” signalling a significant scale of ambition for BT in the field.

BT is expected to launch a broadband video service in conjunction with terrestrial television in mid 2006.

The reference to the interactive back-channel is also illuminating. Interactive television on digital terrestrial television in the UK has so far been limited by the lack of a return path. The addition of an always-on broadband connection could change that.

The BT Television Services business is responsible for developing and launching the BT consumer television proposition, and is part of BT Entertainment division of BT Retail.