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Nine promotes Adrian Swift to Director of Development and Digital

Adrian Swift, Director of Development at Nine Entertainment Co. (NEC) has been promoted to Director of Development and Digital. In this expanded position he will be in charge of Nine’s digital content.

Announcing Adrian’s new role, Andrew Backwell, Director of Nine Programming and Production, said, “Adrian is a true innovator, who will use his exceptional production skills and many years of experience to lead a single integrated digital content team across all of Nine’s shows. This will ensure that NEC creates industry leading content across all platforms – broadcast, digital and social.”

Commenting on his appointment, Mr. Swift said; “I’m really excited to be taking on this new role where we can bring together the program makers, digital content creators, social media teams, sales and content integration, promotions, publicity and marketing so Nine delivers its program brands when and where people want to engage with them.”

“FTA Television is now the only true mass market medium but digital offers networks a way of having a conversation with our audiences; to create great Australian entertainment but then to listen to what people think, how they share and how they watch those shows. We are finally in a position to pull all the pieces together”, he said.

“This role really suits me because I feel I have been on both sides of the fence: making big TV entertainment shows but also working as a passionate advocate of digital media in Australia and overseas”.

As Director of Development and Digital, Adrian will work closely with Mark Britt, CEO Mi9 to define strategy across 9 Jump-in’s program sites and catch-up offering as well as further align Nine’s programming and ninemsn.

Having commenced his career as a journalist at the Sydney Morning Herald, Adrian also worked as a reporter for SBS and Nine. Prior to returning to Nine in 2011 as Director of Development, Adrian held senior executive roles in both television and digital media at etv media group, Trinity Mirror Group and Endemol in the United Kingdom.

In Australia he pioneered the convergence of television and the internet with Australia’s first commercial television website getaway.com.au in 1995. In the UK he launched the UK’s first branded digital TV channel (Thomas Cook Travel TV), it’s first city channel (London TV) and the most popular mobile channel (Today on Three Live). He also won awards for Europe’s best broadband site and was named one of the UK Top 50 Digital Creatives by The Financial Times. He is a sought after speaker on the convergence of TV and digital and has addressed audiences at industry events in Sydney, Melbourne, London, New York, Paris, Cannes, Rome, Barcelona and Amsterdam.

Adrian’s promotion takes effect immediately.