Peel Media has appointed a new chief executive for its Media City UK development in Salford.

Sinead Greenaway has taken up the post, joining from Virgin Media Television, where she was operations and IT director. She will report to Bryan Gray, chairman of Peel Media.

He said: ‘Sinead will work closely with a wide range of private and public sector partners to help realise our shared vision for Media City UK, both for phase one in 2011, and beyond.

‘Her wide-ranging experience means Sinead will contribute valuable insight and leadership to the organisation, and help shape the future of what is arguably Europe’s most significant media development.’

The development of Media City UK began in 2007 after the BBC decided to move five departments, around 2,500 staff, from London to the site in Salford Quays. Phase one is scheduled for completion in 2011.