Channel 4 has appointed a former Yahoo! executive to the new role of director of new media and technology. John Gisby joins Channel 4 from Yahoo! Europe, where he was vice-president of media and former managing director for the United Kingdom and Ireland.

Jon Gisby was previously director of strategy and new business at Freeserve and began his career as a strategy consultant.

“I’m excited by the challenge of helping transform Channel 4’s proposition,” he said. “Channel 4 has a powerful and trusted brand, an unrivalled relationship with young audiences and a creative culture that places a premium on innovation — there’s no reason why it can’t have the same impact and success in new media that it has enjoyed in TV for the past 25 years.”

He will report directly to chief executive Andy Duncan. He replaces Any Taylor, who left Channel 4 in July to join television production company All 3 Media.

The new media division will also assume management responsibility for technology. Channel 4 is in the process of outsourcing its playout operations to Red Bee Media, the former BBC subsidiary that provides similar services for the BBC and Virgin Media among other clients.