London-based social entertainment company Monterosa has named Steve Taylor as non-executive chairman. Taylor has held a variety of positions in broadcasting and publishing over the last 30 years, including his most recent role as Aegis Media UK & Ireland’s director of development and innovation. In 1984 he created, produced and presented Channel 4′s alternative commission Loose Talk while simultaneously editing British fashion and culture magazine The Face. At Monterosa, Taylor will work with senior management to develop a new commercial structure for TV. ‘The current advertising model for TV is chronically inefficient and the time is ripe for innovators like Monterosa to establish a new one,’ he said in a statement. Monterosa develops real-time TV formats that incorporate live viewer involvement, such as ITV Live’s social TV apps for the World Cup, X-Factor and I’m a Celebrity Get Me Out of Here and Channel 4′s game show Million Pound Drop.