David Chance, co-founder and chairman of Top Up TV, said: “I worked with Jim Hytner for many years at BSkyB and am obviously delighted he will be joining the senior management team at Top Up TV. This is an extremely exciting time for our business. We have ambitious plans for the months and years ahead and today's announcement underlines this.”

Commenting on his appointment Jim Hytner said: “I am extremely excited to have been offered this unique opportunity and to be joining the Top Up TV team at such an exciting time for the business. The opportunity to use the experience that I have built up over recent years at Barclays and to help develop the Top Up TV business was one I could not resist. I have known David and Nick Markham, Top Up TV’s CEO for many years and I very much look forward to the challenges ahead as we look to fulfil the extraordinary potential that Top Up TV represents."

Hytner began his career at Coca-Cola where he went on to become head of marketing before gaining experience in both terrestrial and pay-television, holding senior management positions at BSKYB, Five and ITV before joining Barclays as group brand & UK banking marketing director.