LONDON — Edward Humphrey will join the British Film Institute as its director of digital from Jan. 14, it was announced Monday.

His remit includes increasing the reach and value of the BFI’s cultural content via digital platforms, forging new commercial partnerships for the BFI’s VOD platform and further developing the BFI’s website to establish it as the leading online resource for Blighty’s filmmakers and audiences.

He will report to BFI chief executive Amanda Nevill.

Building its digital presence was a key priority of the BFI’s five-year plan launched in October, specifically focused on use for film education and heritage. The BFI plans to digitize 10,000 U.K. films over the next five years.

A partnership with Samsung for a Smart TV app, launched during last year’s BFI London Film Festival, was the first of a series of initiatives building toward the launch of a BFIPlayer.

“Digital and social media have fundamentally shifted the way audiences discover, watch and talk about film,” said Humphrey. “By using these new platforms, we have a unique opportunity to unlock the magic of the U.K.’s cinematic history and help shape its future.”

From 2003 Humphrey was head of digital for Flextech Television before joined Disney-ABC-ESPN Television as director of new media distribution in 2007.

In June 2010 he became senior VP at Zodiak Active, part of the Zodiak Media Group, in charge of the creation, development and production of digital and branded content across all platforms.