MUMBAI: Helen Normoyle, currently Ofcom's director of media literacy and convergent media and previously its director of market research, is joining the BBC as head of audiences.

Normoyle was brought in as Ofcom's director of market research in 2003, and established and led its market research team. More recently, she led the team which developed the statutory requirement for the promotion of media literacy into one of Ofcom's priorities for the coming year.

She will join the BBC in May, taking over from Chris Mundy in leading the audiences team.

BBC director of marketing, communications and audiences Tim Davie said, "Helen brings a wealth of experience with her, and we are delighted that she will be joining us."

Helen said, "I'll be very sad to leave Ofcom. I have thoroughly enjoyed working here with a great team over the last few years, but I'm now really looking forward to joining one of the world's most respected broadcasters. It's very clear that audiences are right at the heart of the BBC and that's what makes this such an exciting prospect and challenge for me."