Melville, who joined Sky Sports in 2000, and was responsible for producing creative for all of Sky’s sports programming, previously worked in sports promotion for both ITV1 and BBC.
He quit Sky at the end of last year and has now formed Original Concept Sports. It has already produced work for both Sony PlayStation2 and SportingOdds.com.
Said Melville: “Original Concept aims to challenge the traditional way sport promotion is communicated to its audience. Rapid technological changes in the way sport and sporting events are broadcast has created a need for an agency that can specifically produce outstanding original creative across all broadcast mediums, new as well as old.
“Twenty years ago you would be lucky to catch a glimpse of your team on Match of the Day on Saturday night. Now you can watch hundreds of live games through satellite and cable, as well as watching on-line, and even through your mobile phone. These advancements call for an ever more creative way of grabbing the audience’s attention and getting them to tune in.”
