ITV has appointed Paul Dale to head up its new technology and platforms directorate as chief technology officer (CTO).
Dale will oversee transmission, broadcast services, platforms and the use of technology to support the broadcaster's transformation project which is due to take place over the next three to five years.
Dale has previously worked as media technology director and development and operations director for Sky, as well as holding the controller of worldwide partnerships and controller of future media and technology roles at the BBC. He comes to ITV from Asian pay-TV operator, Astro, where he was CTO.
Reporting to ITV chief executive, Adam Crozier, Dale will be the first CTO to be a member of the ITV management board and will be a key member of the business transformation team currently being assembled.
Adam Crozier said ITV has "lagged behind" its competitors in terms of technology and the arrival of Dale is aimed at addressing that and shaping ITV's future digital strategy.
ITV is part of Project Canvas, the broadcast industry initiative to bring IPTV to UK households, due to launch next year, while BBC iPlayer and Channel 4's 4oD are providing fierce competition in the online on-demand TV market.
Dale said in a statement: "This is the first time ITV has had a CTO on its management board - a major shift for the company which acknowledges that great content and technology go hand in hand to create a sustainable business that will take ITV into the future."
Dale added that he hopes to unlock ITV's potential by offering more ways for viewers to watch and interact with ITV content.