Alex Green, who was executive director of TV and Online at VM, has joined his former arch-rivals BT to work on the telco’s BT Vision service.

He will also work on BT’s involvement in YouView, the combined Freeview, internet catch-up and video-on-demand service due to launch in 2012. BT is a major partner in Youview along with the BBC, ITV, Channel 4, Five and Arqiva.

“Alex has an excellent reputation and track record within the industry and he joins BT at a pivotal moment for our future television services,” said Gavin Patterson, chief executive of BT Retail.

“He has direct experience with Virgin Media of launching their next-generation TV service, which will be a huge asset to BT as we embark on the transformation of our own TV services in the next year.

“Alex is also going to be focusing closely on our entertainment offering and maximising the opportunities that the launch of services such as OnLive will bring to BT.”