The BBC has poached Virgin Radio's digital media director, James Cridland, to join the future media department as head of audio and music.

The appointment is one of three senior hirings announced today in the corporation's future media and technology department headed by Ashley Highfield.

Mr Cridland joined Virgin Radio in 2001 as a copywriter, presenter and internet adviser after working at Emap Radio and the Metro Radio Group. He has worked in commercial radio for 18 years.

In his new role, Mr Cridland will focus on developing the strategy for non-linear digital media services for the BBC's audio and music department - including all 10 BBC radio stations.

Erik Huggers is leaving his position as senior director of Microsoft's entertainment business to become group controller for the BBC future media division. He joins the BBC on May 21.

Paul Dale also joined the BBC this week as future media and technology controller for BBC Vision, the corporation's TV content arm, having left his role as technology director for Sky Networked Media.

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