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Greenaway named MediaCityUK CEO

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By The Drum Team, Editorial

July 7, 2009 | 3 min read

Peel Media has appointed Sinead Greenaway as chief executive for its £500m MediaCityUK development.

Greenaway joins from Virgin Media Television, where she has been operations and IT director since 2006. She started her career in commercial radio and held senior roles at Emap and ids, the Virgin Media Television, UKTV and online sales business.

Peel Media previously employed Bryan Greasley as MD for MediaCityUK but he stepped down last November after a year in the job.

Greenaway said: "MediaCityUK is a hugely exciting proposition and the prospect of playing such a central role in its delivery was too good an opportunity to miss.

“I’m looking forward to working with the rest of the team to create a truly world class media community which will provide the sector with new and innovative ways of working.”

Greenaway officially takes up her post in the autumn and will report to Bryan Gray, chairman of Peel Media.

Gray said the role of chief executive "will be central to the successful delivery and management" of MediaCityUK, which is due to open in 2011.

“Sinead will work closely with a wide range of private and public sector partners to help realise our shared vision for MediaCityUK, both for phase one in 2011, and beyond," Gray said.

"Her wide-ranging experience means Sinead will contribute valuable insight and leadership to the organisation, and help shape the future of what is arguably Europe’s most significant media development.”

The BBC is relocating about 2500 staff and five London-based departments to the Salford Quays site.

And the University of Salford has also confirmed it will have a MediaCityUK presence, with a new campus containing facilities for up to 700 students and staff.

Construction on the site started in 2007 and the first phase, spread over 36 acres, is expected to be finished by 2011.

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