Joining the group's new television services division as head of film is TCM programme director, Bobbie Fox while former Hallmark staffers Matt Woods and Luba Kassova have been appointed as head of customer marketing and head of research, respectively.
The division headed by Andrew Burke, chief executive BT Entertainment, has been set up to offer on-demand programming to BT's broadband customers and is aiming to begin trials of its TV service early next year with the official launch in July or August.
Fox, who begins on 3 October, will report to Karen Saunders former Sky Networks head of pay-per- view who joined BT earlier in the year as head of programming and acquisitions.
Kassova and Woods, who also join next month will report to Lib Charlesworth, head of sales and marketing.
The new set top box will enable viewers to switch between Freeview and video downloads. There are rumours its product could be linked with a move for a package of live Premiership games.
Other programming on the wish-list includes movies, niche and premium sports and long form linear narrative programmes. BT is in negotiations with several broadcasters and Hollywood studios but is emphasising that it is not attempting to become a broadcaster offering its own content. Voice over internet is also expected to be a feature.
BT has said it will use Microsoft's IPTV software platform to deliver its service.
Dan Marks, CEO, BT television services who joined BT from NBC Universal where he ran the UK Sci-Fi Channel said the appointments "underlines BT's commitment to building a world-class television service staffed by the most talented team of broadcast professionals."