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He is currently head of interactive entertainment at Revolver PR.
Ben Gallop, BBC Sport's head of interactive and Formula 1 takes a similar view.
"It's a risk," admits Sophie Walpole, head of interactive drama and entertainment.
Then he moved to Shanghai and joined Wieden+Kennedy as the Interactive Creative Director and Head of Interactive.
"Some of the applications developed a few years ago now don't seem suitable for TV," concedes Jon Florsheim, head of interactive at Sky.
Formerly controller of the digital channel BBC Choice and then head of interactive TV, she is friendly yet businesslike in her demeanour.
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The result is a senior management team with a cross-platform view, while retaining heads of interactive TV and PC internet to champion those particular audiences.
The real thing or not, as Scott Gronmark, head of BBC interactive television, puts it, "For the viewer, interactivity is simply choice on a screen".This does not mean that in future all TV shows will require viewers to sit there clasping their remote controls.
But not for long, said Russ Pillar, an investor and a former head of the interactive division of Viacom.
Last month, the New Yorker writer Ken Auletta conducted a breakfast interview with Barry Diller, the chairman and C.E.O. of the Universal Entertainment Group and the head of USA Interactive.
During his time at the BBC, Deverell's roles have included controller of BBC children's and head of news interactive.
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CEO of Professional Science Editing for Scientists @ prosciediting.com