BT hires young American for Net expansion

FRESH FROM detailing plans to launch high-speed Internet service and online movies early next year, British Telecom has turned its attention to upgrading and expanding its Internet business division.

It has hired John Raczka, a San Diego-based specialist in Internet marketing, content and e-commerce, as BT Internet's head of content and advertising. Mr Raczka has worked in online marketing and entertainment with the US entertainment group Hanna Barbera as well as Sony Pictures and GTE, the US phone company.

His appointment two weeks ago coincides with a recruitment drive to hire a fleet of young media managers who will oversee the organisation of online content into various vertical genres, targeting music, sports, film and other subject areas. The team is to be housed in a new hi-tech loft facility, formerly a local phone exchange, under development in the City.

"We are strengthening our management team for content, rights issues involving the Internet as well as developing relationships with content providers and other entertainment companies," said John Swingewood, director of BT Internet and Multi-media.

"We have created a compelling broadband portal," Mr Swingewood said, referring to the asymmetric digital subscriber line (ADSL) services that BT is to launch next April. "What I'm doing is putting in place a management team that can deliver on making us the leading broadband portal."

BT is also understood to be planning high profile marketing campaigns to target young Internet users. This will include joint marketing programmes with high-street retailer and leisure chains.

Content specially rendered for BT's trial high-speed ADSL service in west London includes BBC On-Line, video streamed ITN news clips, the Cartoon Network and the BBC Schools channel. The service also includes a movie data base offering previews, cinema listings and ticket booking facilities.

Mr Swingewood said the ADSL trial has experienced no disconnections among 900 test users paying pounds 30 per month for unlimited high-speed online access. "It's a far more compelling experience than the flat experience you get today from the Internet," he said. "And we think there are a lot of e- commerce opportunities around that."

ASDL allows users to access the Internet at speeds 50 times greater than existing modem technology. This makes it possible to watch moving video images at the click of a mouse.

A subscriber interested in, for example, the latest Porsche could access Top Gear's video data base, watch the video clip and then arrange a test drive. BT believes this turns traditional broadcast content into a potent e-commerce proposition, since automobile dealers are likely to be willing to pay commission for sales leads.

Arts and Entertainment
The cast of The Big Bang Theory in a still from the show
tvBig Bang Theory filming delayed by contract dispute over actors' pay
Sport
England celebrate a wicket for Moeen Ali
sportMoeen Ali stars with five wickets as Cook's men level India series
News
peopleGuitarist, who played with Aerosmith, Lou Reed and Alice Cooper among others, was 71
Travel
travel
PROMOTED VIDEO
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Life and Style
food + drinkVegetarians enjoy food as much as anyone else, writes Susan Elkin
Arts and Entertainment
Harry Potter (Daniel Radcliffe), Hermione Granger (Emma Watson) and Ron Weasley (Rupert Grint)
newsBloomsbury unveils new covers for JK Rowling's wizarding series
News
scienceScientists try to explain the moon's funny shape
Sport
Usain Bolt confirms he will run in both the heats and the finals of the men's relay at the Commonwealth Games
commonwealth games
News
peopleHowards' Way actress, and former mistress of Jeffrey Archer, was 60
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

1st Line Support Technician / Application Support

£20000 - £24000 per annum: Harrington Starr: A leading provider of web based m...

Team Secretary - (Client Development/Sales Team) - Wimbledon

£28000 - £32000 per annum: Ashdown Group: Secretary (Sales Team Support) - Mat...

Accountant / Assistant Management Accountant

Competitive (DOE): Guru Careers: We are looking for an Assistant Management Ac...

Senior Investment Accounting Change Manager

£600 - £700 per day + competitive: Orgtel: Senior Investment Accounting Change...

Day In a Page

Save the tiger: The day America’s love of backyard tigers led to a horrific bloodbath

The day America’s love of backyard tigers led to a horrific bloodbath

With only six per cent of the US population of these amazing big cats held in zoos, the Zanesville incident in 2011 was inevitable
Samuel Beckett's biographer reveals secrets of the writer's time as a French Resistance spy

How Samuel Beckett became a French Resistance spy

As this year's Samuel Beckett festival opens in Enniskillen, James Knowlson, recalls how the Irish writer risked his life for liberty and narrowly escaped capture by the Gestapo
We will remember them: relatives still honour those who fought in the Great War

We will remember them

Relatives still honour those who fought in the Great War
Star Wars Episode VII is being shot on film - and now Kodak is launching a last-ditch bid to keep celluloid alive

Kodak's last-ditch bid to keep celluloid alive

Director J J Abrams and a few digital refuseniks shoot movies on film. Simon Usborne wonders what the fuss is about
Once stilted and melodramatic, Hollywood is giving acting in video games a makeover

Acting in video games gets a makeover

David Crookes meets two of the genre's most popular voices
Could our smartphones soon be diagnosing diseases via Health Kit and Google Fit?

Could smartphones soon be diagnosing diseases?

Health Kit and Google Fit have been described as "the beginning of a health revolution"
Ryanair has turned on the 'charm offensive' but can we learn to love the cut-price carrier again?

Can we learn to love Ryanair again?

Four recent travellers give their verdicts on the carrier's improved customer service
Billionaire founder of Spanx launches range of jeans that offers

Spanx launches range of jeans

The jeans come in two styles, multiple cuts and three washes and will go on sale in the UK in October
10 best over-ear headphones

Aural pleasure: 10 best over-ear headphones

Listen to your favourite tracks with this selection, offering everything from lambskin earmuffs to stainless steel
Commonwealth Games 2014: David Millar ready to serve up gold for his beloved Scotland in the end

Commonwealth Games

David Millar ready to serve up gold for his beloved Scotland in the end
UCI Mountain Bike World Cup 2014: Downhill all the way to the top for the Atherton siblings

UCI Mountain Bike World Cup

Downhill all the way to the top for the Atherton siblings
Save the tiger: The animals bred for bones on China’s tiger farms

The animals bred for bones on China’s tiger farms

The big cats kept in captivity to perform for paying audiences and then, when dead, their bodies used to fortify wine
A former custard factory, a Midlands bog and a Leeds cemetery all included in top 50 hidden spots in the UK

A former custard factory, a Midlands bog and a Leeds cemetery

Introducing the top 50 hidden spots in Britain
Ebola epidemic: Plagued by fear

Ebola epidemic: Plagued by fear

How a disease that has claimed fewer than 2,000 victims in its history has earned a place in the darkest corner of the public's imagination
Chris Pratt: From 'Parks and Recreation' to 'Guardians of the Galaxy'

From 'Parks and Recreation' to 'Guardians of the Galaxy'

He was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star