Former BSkyB director Trevor East has joined Irish sports broadcaster Setanta.

Mr East, 54, becomes Setanta's director of sport. He was deputy managing director of sport at BSkyB, and was previously head of sport at ITV.

'I am joining Setanta at this point in their development because I believe the company has the potential to be a major player in sports broadcasting internationally,' he said.

Setanta has also appointed Mark O'Meara as chief operating officer. O'Meara, 34, joins from broadband video services company Servecast, where he has been CEO since 2003.

The company also said that Richard Brooke would move from a non-executive role to becoming the company's director of corporate development. Mr Brooke was group finance director of BSkyB until 1998 and has been a board member and advisor to Setanta since 2002.