Peel Holdings has appointed Brian Greasley, an experienced manager of internet and mobile phone companies, as the first managing director of Media City UK.
Greasley was previously head of mobile games pioneer Digital Bridges and a former manager of BT Cellnet's Genie Internet.
Media City UK, in Salford Quays, won the contest for a 300,000 sq ft BBC pre-let, already under construction, and in total will deliver 1.3m sq ft of offices, 532 apartments, a five-acre park, a new Metrolink tram station, car parking, hotels, retail and leisure.
Greasley will be in charge of taking the ambitious scheme from concept to reality and for positioning Media City UK in the occupier market.
Media City UK is expected to generate £1.5bn annually to the North West economy, with over 15,000 employment opportunities, space for over 1,100 businesses, and 1,500 trainee positions every year.
Greasley's appointment follows the announcement of Jane Deane from urban regeneration company New East Manchester as programme director.
Peel is in advanced talks with Salford University to relocate its arts, media and social studies faculty to the site. The university's initial requirement was for a 600,000 sq ft building but this has reduced in size as negotiations have progressed.
Granada is also talking to Peel about a possible move to Media City UK, on a site over the canal from the BBC alongside the Imperial War Museum North in Trafford.
Cushman & Wakefield is the sole letting agent on the commercial space at Media City UK.