Channel 4's director of television is leaving the broadcaster to take up a post with ITV.
Kevin Lygo has been appointed managing director of ITV Studios after six years at Channel 4.
Mr Lygo said he was "very excited" by the challenges ahead.
He added: "ITV Studios owns some of the biggest brands in television. Our goal is to keep those programmes fresh and relevant, develop new hits and exploit their full value across all platforms in the UK and internationally."
Mr Lygo's broadcasting career spans three decades, with roles at the BBC, Channel 4 and Five. The appointment follows those of the former Asda chief executive, Archie Norman, as chairman and the former Royal Mail boss, Adam Crozier, as chief executive.