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LONDON — Pan-European pay TV giant Sky has appointed Gary Davey, executive VP programming at Sky Deutschland, to an expanded role as managing director, content, with the additional responsibility for its entertainment, movies and news channels in the U.K. and Ireland.

Davey will combine the new role with his existing responsibilities at Sky Deutschland, splitting his time between London and Munich. Andrea Scrosati will continue to oversee content in Italy.

Sky serves 20 million customers across five countries, Italy, Germany, Austria, the U.K. and Ireland, and has a combined programming budget of more than £4.6 billion ($6.96 billion).

Davey’s career as an international pay TV industry exec spans several decades and senior roles in Europe, Asia and the U.S. Prior to joining Sky Deutschland, he held a senior role at Sky Italia, where he was responsible for launching its terrestrial TV network, Cielo. Earlier in his career, Davey played a key role in the first years of Sky in the U.K. as managing director of the company during the early 1990s as it pioneered the introduction of pay TV in the country.

Jeremy Darroch, Sky’s group chief executive, said: “Gary is one of the most capable executives in pay TV and I am delighted to welcome him back to Sky in the U.K. As we become a more international business, Gary’s broad experience across many markets gives him a unique perspective that he can now apply to the continued growth of our content business in the U.K. and Ireland as well as Germany and Austria.”

Davey added: “I have always been very proud of having played a part in the launch of Sky in the U.K. Even more so to watch it grow and now become Europe’s leading entertainment company. This is a brand new beginning and I am looking forward to working with the exceptional team in the U.K. as we take our channels to new heights.”