ITV, the leading commercial television network in the UK, is planning to appoint a new controller to head its recently merged online and interactive TV operations.

It follows the appointment of Jeff Henry as head of a newly created consumer division. The former chief executive of Hallmark Channel reports directly to the ITV chief executive Charles Allen. He says that the online and interactive platforms will play an increasingly significant role in the development of the ITV family of channels.

Jane Marshall, the former controller of interactive, moves to a new position as commercial development director.

Kevin Gooding has been brought in from broadband service provider Bulldog as product development director.

The new consumer division is expected to develop an on-demand strategy, with commercial targets to generate significant revenues directly from consumers.