Charlotte Moore appointed controller of TV channels and iPlayer.
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Elworthy joined Freesat in 2013 as head of marketing and communications after a stint at The Times and BBC and replaces Paul Gilshan.
The return of Gogglebox helped Channel 4 drive share of viewing up 1% in 2015.
Selley is currently CEO of BT Technology, Service and Operations (BT TSO) and will replace Joe Garner, who is leaving to become CEO of Nationwide Building Society.
CEO Reed Hastings said the world was witnessing “the birth of a new global Internet TV network”.
The UK’s combined games, video and music entertainment markets totalled £6.1 billion in 2015.
UKTV’s share of commercial impacts hit an all-time high of 9.27% in 2015.
The subscription VOD service joins more than 200 subscription-free channels already on offer from Freesat.