BBC director general Tony Hall said the changes will, on a practical level, look to create “a simpler BBC with fewer layers and clear lines of accountability.
“The leadership changes I am making today can help ensure that the BBC is best equipped to do this. We must never stand still. We must always be looking to innovate and change. The new executive will lead this process of creative renewal to ensure the BBC remains the most creative force in the world.”
Formerly MD of finance and operations, Bulford will see her responsibilities grow to include tasks related to the broadcaster’s marketing and audiences teams, while also creating a centralized commercial and rights group to coordinate all BBC negotiations. In addition, she will continue to oversee the finance, operations, HR, legal and design and engineering.
As director of content, Moore will now be responsible for all BBC TV channels, iPlayer and BBC Sport. She will remain BBC1 controller, a position she assumed earlier this year following a restructure aimed at simplifying the strategy around BBC Television’s channel portfolio.
The Beeb will also look to fill the posting for the newly created role of director of nations and regions, which will aim to enhance the broadcaster’s content offering across the UK with oversight of its regional offices across the country. Directors from across Scotland, Wales, Northern Ireland and the regional hubs in the North, Midlands and South West will report into this role.
Elsewhere, James Purnell will now become director of strategy and education, where he will lead the BBC’s Ideas Service, which aims to collaborate with leading academic, arts and science institutions such as the British Museum and the Royal Society. He has served as director of strategy and digital since 2013.
In this role, Purnell will look to reinvigorate the BBC’s push into education through a new education strategy for BBC Children and BBC Learning – both of which now report to him. He will also lead work on BBC’s broader partnerships.
Meanwhile, the executive position representing BBC North will shutter, resulting in a downsizing from 16 to 11 members. BBC Children’s director Alice Webb will lead the region on a day-to-day basis.
Finally, director of news and current affairs James Harding, director of worldwide Tim Davie and director of BBC Studios Mark Linsey will not see their roles affected by the exec reorganization.