HONG KONG -- BBC Worldwide has appointed Joyce Yeung to the newly created role of senior VP for global TV sales in Asia.

She joins the Beeb from Sparrowhawk Media, where she was VP of sales and business development for the Asia Pacific region.

Reporting to Steve Macallister, BBC Worldwide managing director of global TV sales, Yeung will be based in BBC Worldwide's Hong Kong office and will also oversee the Tokyo sales team.

Before Sparrowhawk, Yeung was executive director for all Disney ABC Intl. TV sales across Asia.