has appointedAndrew Ground as UK managing director, effective immediately.

Ground had been marketingdirector and then managing director of subscription business Homeserve. He alsoheld senior marketing roles at Sainsbury's and previously worked at Procter Gambleand LEK.

LoveFilm now operates itsonline DVD rental service in the UK, Sweden, Norway, Denmark and Germany. The company also offers downloads-to-own.

Ground will be charged withgrowing the UK customer base from about 350,000 to more than 1m and will also strikestrategic partnerships with major brands.

"LoveFilm is now the clear leader in online DVD rental service," Ground said. "It offers customers unbelievable choiceand much better value than the high street. I am excited to be joining thecompany and helping to create one of Europe's largesthome entertainment brands. Our potential is enormous."

LoveFilm CEO Simon Calveradded: "We are delighted to welcome Andrew on board. Andrew's significantaccomplishments and his vast business experience will really strengthen ourexecutive team and help lead our growth and strategic initiatives in the UK."