Ford Ennals, the former managing director of Universal Group Direct and marketing director at Lloyds TSB, will take the role of chief executive in May.
Barry Cox, deputy chairman of Channel 4, becomes chairman of SwitchCo.
SwitchCo has been formed by the government at the request of major broadcasters to co-ordinate the roll-out of digital television to a timetable that is set to begin in 2008 and will run until 2012.
Ennals said: "Digital TV is a great UK success story -- almost 60% of households have already made the switch. But moving the whole country to digital will be a great challenge."
Representatives from BBC, ITV, Channel 4, Five, Teletext and S4C will have representatives on the SwitchCo board and will provide funding along with multiplex operators Crown Castle and SDN.
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