Humphrey, who has worked for organisations including ITV, Virgin Media, Zodiak Media and Disney, joins the BFI’s Executive senior team and reports directly to BFI CEO, Amanda Nevill.

Humphrey will lead and deliver the BFI’s platform strategy to maximise and increase the reach and value of the BFI’s cultural content. With a new partnership with Samsung for a Smart TV app already successfully launched at this year’s BFI London Film Festival – one of the first of a series of initiatives towards a new BFIPlayer, Humphrey is expected to oversee further commercial partnerships and a BFI VOD platform.

Humphrey will also oversee a redesign of the BFI’s website, with the aim of establishing it as the number one online resource for British filmmakers and film audiences.

“I am very excited to welcome Edward to the BFI,” Amanda Nevill BFI CEO said. “He has outstanding international experience and he is very motivated to move our digital strategy forward at speed. We have big digital ambitions and working with the committed and talented BFI digital team Edward will be instrumental in rolling out our Film Forever plans next year.”

“Digital and social media have fundamentally shifted the way audiences discover, watch and talk about film, and I’m very excited to lead the BFI’s response to this challenge,” Edward Humphrey said. “By using these new platforms, we have a unique opportunity to unlock the magic of the UK’s cinematic history and help shape its future.”