MUMBAI: UK pubcaster the BBC's commercial arm BBC Worldwide has appointed Andrew Baxter as head of commercial policy. Baxter will be responsible for the full range of commercial policy matters relating to all of BBC Worldwide's seven businesses. In particular, he will work to ensure that all of BBC Worldwide's commercial activities serve the BBC's wider goal by competing fairly in the marketplace, operating efficiently and through protecting the BBC's reputation and promoting the BBC's brand.

He has management responsibility for BBC Worldwide's compliance with the BBC's fair trading commitment, Editorial Policy guidelines and the requirements of the new Charter. He will also take the lead in working with the BBC in developing new policy.

BBC Worldwide director of business affairs Sarah Cooper said, "I am delighted to welcome Andrew to the company at a time of exciting new developments. Now that the BBC Charter has been agreed and the remit for BBC Worldwide's activities has been clarified and endorsed, we are moving ahead with our plans to further increase profits for the BBC whilst ensuring we protect its brand, both at home and abroad. Our strategy includes building some important commercial digital opportunities for our parent and for the UK licence fee payer in what is a fast-changing media landscape.

"A rigorous commercial policy is essential for any global brand with a reputation as strong as ours, and it is core to our business to ensure we always operate according to the four criteria laid down in the Government White Paper published earlier this year. Andrew's extensive commercial and legal experience across the television industry and his breadth of understanding of regulatory, rights and competition issues will be invaluable as we take BBC Worldwide on to the next stage of growth."

Baxter said, "It is great to be joining BBC Worldwide at such an exciting time. The cornerstones of Commercial Policy - efficiency, respect for the brand, and fair and transparent trading - are policies which make sense for any responsible business and should help drive profitability and growth. I am very much looking forward to what I see as a really positive and enabling role."