Peel Media names new chief executive

Sinead Greenaway, operations and information technology director at Virgin Media Television, has been appointed chief executive of Peel Media.

She replaces Brian Greasley who left in November 2008 after one year in the post.

The first phase of Media City UK in Salford Quays, being developed by Peel Media, a special purpose subsidiary of Peel Holdings, opens in 2011.

Greenaway started her career in commercial radio and held senior roles at Emap and IDS. She will report to Bryan Gray, chairman of Peel Media and chairman of the North West Development Agency.

Greenaway said: "Media City UK 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."

Construction of Media City UK began in 2007 following the BBC's confirmation that it would be relocating around 2,500 staff – including five departments currently based in London – to Salford Quays. The University of Salford has also confirmed that will have a Media City UK presence, with a brand new campus containing facilities for up to 700 students and staff. Peel Media recently announced a collaboration with Ascent Media Group to provide a range of services at MediaCityUK.

Greenaway will take up her post in the autumn.