The BBC’s Children’s & Education division has hired former KidsKnowBest editorial director Lydia Mossahebi as head of digital media platforms and planning.
Starting September 8, Mossahebi will lead the digital media teams that produce websites, games, social media channels and promotional plans for the pubcaster’s key brands. Reporting to BBC Children’s & Education director Patricia Hidalgo, she’ll create a digital media roadmap with an eye to reaching more kids and families.
Before joining the BBC, Mossahebi headed up content strategy at insights and marketing agency KidsKnowBest as editorial director, and helped The Secret Story Draw—which pairs up-and-coming children’s illustrators with animation studios—develop its digital strategy.
On the content side of the indsutry, Mossahebi worked at Beano Studios for more than three years, most recently as head of editorial for the Beano Digital Network. She also did a stint at Channel 4 as an online producer, commissioning and producing digital content and short-form video to support YA-skewing brands such as My Mad Fat Diary and Raised by Wolves.
The BBC launched its digital media platforms and planning department in April, rolling up labs and platforms, social media and content impact under the new banner. BBC executive editor Rachel Bardill previously oversaw the department as acting head, but has now returned to her regular duties.
The focus on digital and social media content is part of Hidalgo’s strategy to make the BBC’s kids content platform-agnostic in order to reach kids wherever they’re watching, she previously told Kidscreen.
The pubcaster has been rejigging its children’s team since Hidalgo joined in September 2020. Most recently, it tapped eOne exec Kate Morton as head of commissioning and acquisitions for kids zero to six.