LONDON — Rob Woodward, a former corporate finance exec at UBS Warburg, has been appointed managing director of 4 Ventures Ltd, the newly-formed commercial arm of U.K. web Channel 4.

The job will give him management responsibility for movie production and distribution company FilmFour Ltd, as well as the FilmFour channels, E4, Channel 4 Interactive and TV sales arm Channel 4 Intl.

Woodward will sit on the main board of C4 and report directly to chief exec Michael Jackson.

Woodward will take up the post in August. At UBS Warburg, Woodward most recently was MD of corporate finance and co-headed the bank’s European technology team.

“I am excited by the challenge of positioning Channel 4 as a pioneering business in the new multi-channel, multi-platform world,” Woodward said. “My role is to ensure that Channel 4 grasps the opportunities of digital TV, interactivity, broadband and the Internet, and to help to ensure that Channel 4 is as relevant and visible in 10 years’ time as it is today.”

Both FilmFour and the C4’s cluster of pay-TV services still have some way to go before they become significant profit centers for the web. Jackson, however, said, “All our new businesses are showing commerical potential as well as demonstrably extending viewer and consumer choice in an exciting new direction.”

“Rob has been appointed to work with the existing management teams to ensure that these businesses develop to become cash contributors to Channel 4, helping to protect the core Channel 4 service against greater competition,” he added.

Before UBS Warburg, Woodward was a partner at Deloitte & Touche in London, and MD of subsid consultancy Braxton Associates.