Rowland, who left TV Corp last December, fills the chief executive post that John Curtis vacated a number of months ago. He joined this week and is charged with attracting international business.
Red Fig, a privately owned business, has had some overseas work but has mainly focused on the UK market where it has handled some of the largest inter active TV projects - ranging from ITV's I'm A Celebrity, Get Me Out of Here! to the BBC's Great Britons.
Rowland said the success of shows such as I'm A Celebrity had shown that interactive services would become increasingly involved in the creative processes of programme making.
'Interactive active service is no longer fringe. One in five viewers of I'm a Celebrity participated in interactive elements. That makes interactive TV very much mainstream,' he said.