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ITN's off shoot Diagonal View appoints Gary Cole as Commercial Director

29 July 2009

Diagonal View, one of the UK’s leading short-form video channel production businesses, has appointed Gary Cole in the newly-created position of Commercial Director.

In his new role, Gary is responsible for developing Diagonal View's revenues and opening up new business in the advertising and media sectors. Diagonal View is currently piloting production of advertiser funded channels and undergoing an aggressive uptake in new distribution partners.

Cole previously worked for ITV Commercial where he was Online Sales Director and primarily responsible for maximising advertising revenues on, Friends Reunited and Project Kangaroo. Prior to this, he was in charge of digital revenues at the Telegraph Media Group. He was also Chairman of the Association of Online Publishers Commercial working group.

Jointly owned by ITN and Matt Heiman, Diagonal View generates more than 30m video plays across the UK and the USA each month. Using footage from ITN Source, the video production unit creatively packages and edits content for three content channels; Diagonal View [the other side of normal], UZOO [nature and animals] and The A-List [celebrity] which it distributes across YouTube, MySpace, MSN, Yahoo and other global platforms.

Gary Cole said: "I've witnessed the rapid success of Diagonal View at close quarters during my time ITV, so making the decision to join this amazing start-up organisation to realise its commercial ambitions was as easy as it was exciting.

“I'm joining with a solid foundation in place and excited about helping our customers adapt to ongoing changes in consumer video consumption. I'm particularly looking forward to rolling out new content channels and working closely with both new and existing distribution partners to integrate advertisers as creatively and 'budget conscious' as possible.”

Asha Oberoi, Content Director of ITN Source and co-founder of Diagonal View, added: “In less than eighteen months Diagonal View has performed beyond our expectations and the appointment of someone of Gary’s calibre is an exciting step in our rapid development. Gary brings with him a fantastic knowledge of building commercial models around content which will enable us to create more content, expand our partner base and increase returns across all platforms we work with.”

Press Contact: John Nolan, +44 (0)20 7430 4216 or email

About Diagonal View
Founded in March 2008, Diagonal View is a digital production house, jointly owned by ITN and Matt Heiman. Diagonal View packages quirky and unique archive content from ITN‘s archive business, ITN Source, and syndicates it to commercial partners including YouTube, MySpace, Bebo and MSN under the Diagonal View moniker. The channel clocks up 30m views a month and is the third most watched channel of all time on MySpace. With over 200m views since launch, Diagonal View and sister animal clips channel U-Zoo are growing in popularity on social networks and online outlets across the globe.