TalkTalk has strengthened its expanding TV business with two senior hires to its leadership team.

Aleks Habdank joins from Modern Times Group as TalkTalk’s chief operating officer for TV, responsible for the commercial proposition and strategic relationships. The former Virgin Media director of digital entertainment will focus on providing the best possible offering to current TalkTalk TV customers whilst leading the efforts to grow the business.

TalkTalk has also appointed former Amazon Instant Video director, Joe Eldridge, as TV engineering director. Eldridge will be responsible for leading innovation and delivering a first class customer experience across multiple platforms.

The new appointments signal TalkTalk’s continued investment in TV and follows a number of significant developments over the last 12 months.

TalkTalk acquired the pay-as-you-go digital movie and television service, blinkbox, earlier in 2015, and now has direct content deals with all major studios in addition to key channel and on-demand partners such as Netflix.

TV has also been a driving force for TalkTalk’s growth. Its strategy of offering viewers flexible access to a broad range of free and paid-for content, without a lengthy subscription has attracted over 1.4 million UK homes.

Habdank, who has over 20 years experience in TV and in leading businesses, was previously general manager of Chello on Demand for Chellomedia, while Eldridge was most recently chief product officer for Openbet, one of the world’s leading sports gaming platforms.

Both will report to Max Alexander, managing director for TalkTalk TV.