LONDON — U.K. distrib Celador Intl., owner of “Who Wants to Be a Millionaire,” has appointed two senior managers to its format sales division.Jacob de Boer, head of commercial affairs at Endemol U.K., has been tapped commercial director and will join in September. Robyn Hurd, senior sales exec and acting head of sales at Brit distrib Minotaur Intl., will become head of sales in September and will oversee the firm’s international format and program sales. Both will report to newly named managing director Adrian Woolfe. Appointments mark the beginning of a new phase for the company as it puts more emphasis on sales and finding new brand partners. It will also look to move into ad-funded programming, bartering and other revenue streams.