Amazon hires BT TV chief Alex Green to head up Instant Video

Green joined BT TV, the subscription Internet video service of BT Group, as its TV chief three years ago. He is due to depart the company at the end of this week, and will take up his new role at Amazon in September. His remit at Amazon will span the U.K. and rest of Europe. The role will focus on expanding the breadth of the e-commerce giant’s video products.

Amazon declined to comment on the new hire.

During his time at BT TV, Green played an instrumental role in the development of BT TV’s set-top box service Youview, the launch of pay TV Entertainment channels such as BT Sport Ultra HD and the 4K sports channel. Green also introduced the buy-to-keep model for movies on multiple devices and oversaw the launch of BT TV’s first over-the-top TV Everywhere service, making pay TV channels on the service available via multiple devices.

Green is no stranger to Netflix: He brought Netflix content onto the BT TV platform.

His appointment signals Amazon’s plans to aggressively compete in video with Netflix and other providers.

Netflix has long had the edge over Amazon’s TV offering having picked up the rights to stream “Breaking Bad” while commissioning critically acclaimed shows like “House of Cards” and “Orange Is The New Black.” However, Amazon has been weighing in more heavily on commissioning original content with its drama Transparent attracting good reviews.

Latest Nielsen data revealed that on-demand subscription services such as Netflix, Hulu Plus, and Amazon Prime instant Video have all cut into traditional TV ratings.

Green’s departure from BT will see his role split into a commercial sports role and non-sport content such as premium drama and films, both of which will be overseen by BT TV managing director Delia Bushell.