After growing its children’s on-demand programming library by 600%, European pay-TV giant Sky’s search for its first head of kids content has culminated in the hire of producer and development exec Lucy Murphy.

Murphy has been tapped to oversee the children’s section of Sky’s on-demand library, which has recently swelled to 4,000 episodes.

Murphy will also be involved with the previously announced development of Sky’s new kids app, which is expected to launch early next year in collaboration with London-based design firm ustwo. The app will allow Sky customers – and there are more than 21 million in Europe – to access shows with accompanying safety options such as filters, usage limits and a bedtime setting.

Currently creative director and head of content at Azoomee, a brand-new kid-centric VOD platform, Murphy brings with her more than two decades of experience in kids TV production and brand management and has worked on series including Horrid Henry, The Gruffalo and Aardman’s Tate Movie Project. Most recently, she exec produced CBeebies’ Bing Bunny for Acamar Films.

Competition from Netflix and Amazon have pushed Sky and its budget further into on-demand kids programming, and the satcaster has recently inked deals with rights holders including Viacom, Turner and BBC Worldwide for shows like Adventure Time (Turner) and Ben and Holly’s Little Kingdom (eOne Family) in order to beef up its offerings. The company announced its search for a new head of kids content earlier this summer.