ITV chief executive Charles Allen, is to deliver the major speech at this year's Edinburgh Television Festival.
Mr Allen will follow in the footsteps of Lord Birt and others
The 49-year-old will address 2,000 members of the broadcasting industry in his MacTaggart Lecture on 25 August.
The speech traditionally opens the three-day event and was inaugurated 30 years ago in memory of acclaimed writer and director James MacTaggart.
Mr Allen was appointed to ITV's board in 2003 and was formerly executive chairman of regional company Granada.
His career also includes periods with the British Steel Corporation, Compass Group and Tesco.
Last year's lecture was delivered by former BBC director-general Lord Birt.
Previous speakers also include BBC chairman Michael Grade, writer Dennis Potter, media owner Rupert Murdoch and Radio 4's Today presenter John Humphrys.
The festival styles itself as "the essential annual event for everyone working in television".
In 2005, it featured interviews with television channel controllers, workshops on how to succeed in the industry, debates about the value of celebrity and its own version of entertainment show Strictly Come Dancing.