Steven Andrew has been appointed as controller of the new unit. He will work with ITV's team of genre controllers in an attempt to create a coherent commissioning and scheduling strategy for ITV's daytime and late-night hours.
Andrews, currently ITV's controller of children's programming, will report to director of programmes Nigel Pickard.
Pickard said: "The role of the new unit is to take a much more strategic approach to commissioning and scheduling across all our off-peak hours. Steven's brief will be to implement a much more holistic approach and work across all genres, rather than being purely focused on what we traditionally think of as daytime shows. It's a big task but Steven has the vision, creativity and experience to take it on."
Andrews joined ITV in May 2003. He was previously director of children's programmes for Granada Kids.
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