THE man who will take control of the day-to-day workings of a 10-year project to transform East Lancashire's housing was named today.

Max Steinberg, currently the northern director of Investment and Regeneration at the government agency The Housing Corporation, has been appointed as Chief Executive of Elevate East Lancashire.

He will be responsible for overseeing the near £1billion project to transform rundown communities in East Lancashire.

Tens of millions are expected to come from government in the next few years, coupled with private sector investment, after the area was given Pathfinder status, which led to the creation of Elevate.

At the housing corporation, Mr Steinberg has developed policies for government to tackle unpopular housing, working on major housing regeneration projects. The chairman of the Elevate East Lancashire, David Taylor, said today: "I am delighted that Max will be joining us in this major challenge.

"It is a major coup for us to attract an individual of such high calibre.

"Max's experience and knowledge will help to give us the drive that we need to continue to make effective progress over the coming months and years.

"During my own involvement so far, I have been struck by the tremendous enthusiasm and potential that exists here in East Lancashire.

"Max Steinberg will now play a key role in moving us onwards and upwards."

Mr Steinberg said: "Although the various housing and neighbourhood problems in East Lancashire are very challenging, there is clearly much potential to revitalise the area and build successful communities.

"The Government has given Elevate a clear mandate -- now it is my job to ensure that this is delivered.

"I am looking forward to working closely with key stakeholders, particularly the various communities across the area."

One of Max's initial jobs will be to create a team to develop and manage the work of the Pathfinder.

A plan of action is now being drawn up by consultants to state what work should take place where and when and that will be given to government in 2004.

About £2.66million has been given by the Government this year to start putting plans into place.