The position takes the responsibilities of Mark Wright, who was previously sales director for UTV's local stations, and who left the company last week for family reasons.
Carter will be responsible for increasing UTV's local and regional radio ad revenues, as well as developing UTV Group sales offerings. He will work with First Radio Sales, the regional sales house that UTV co-owns with The Local Radio Company, to increase national revenue for the group's smaller local stations.
Carter will join UTV on 26 October and report to Calum Macaulay, UTV's director of local radio.
Carter was director of sales at Ten Alps publishing. Prior to this, he worked at GMG Radio for 13 years as director of sales. Before joining GMG, he was regional sales director (North and Scotland) for the Capital Radio Group and held sales director roles at Capital and Century Radio.