MUMBAI: BBC's kids' channel, CBBC has promoted chief operating officer Richard Deverell to be its controller. On the other hand, Anne Gilchrist has been appointed CBBC creative director.

Deverell became COO of CBBC in 2005 under the controller Alison Sharman, who recently joined ITV. He spent 10 years in BBC News, in the strategy and marketing department, before heading up the BBC News Interactive.

"My immediate priority will be to focus, with Anne Gilchrist, on the creative renewal of our two brands, CBBC and Cbeebies. On both, we need programmes that are achingly distinctive and delight their audiences," says Deverell while speaking to BBC News website.

"Richard is an outstanding leader and strategic thinker. I am confident he will build the output and reputation of the department both nationally and internationally," said BBC creative director Alan Yentob.

The BBC has two kids' channels, CBBC and Cbeebies, and contributes output to BBC One and BBC Two.