BSkyB, the U.K. satellite pay-TV operator, has restructured some key management roles as it targets 10 million DTH customers in 2010. The new roles have been created as Sky looks to boost its multi-platform content delivery strategy, as well exploit new business opportunities created by technology changes, such as in IPTV and mobile television.

Jon Florsheim becomes managing director, customer group in addition to his existing title of chief marketing officer. The customer group brings together all of Sky’s expertise in sales, marketing and customer operations to create a seamless brand, product and service experience for customers.

Dawn Airey, now becomes managing director, channels and services with overall responsibility for Sky’s multi-platform content strategy. The existing Sky Networks structure will be joined in the channels and services group by an enlarged interactive team that brings together all of Sky’s new media content on interactive TV, online and mobile platforms.

Mike Darcey becomes group commercial and strategy director with extended responsibility for a new group that combines Sky’s strategy, future technology, R&D and business development teams.