ITV's programming boss Dawn Airey is leaving the broadcaster to take charge of rival Five.
Ms Airey, who joined ITV less than a year ago, launched Five in 1997 as its director of programmes, becoming its chief executive in 2000.
In 2003 she began a three-year spell in charge of Sky's TV channels.
As ITV's managing director of global content, she took charge of producing and distributing programmes such as Coronation Street.
She is now joining Five's parent company, RTL Group, in a senior role which will include her chairing the channel.
The Media Guardian website said she would also be becoming Five's chief executive. RTL declined to comment, adding it would release a statement on Wednesday.
In her original spell in charge of Five, Ms Airey was famous for filling the channel's schedule with films, live sport, and racy late-night shows.
But in recent years, Five has become closely associated with US programmes such as the CSI series, Hugh Laurie drama House and dark comedy Californication.
ITV said Lee Bartlett, currently chief operating officer of its global content division, would fill Ms Airey's role for the time being.
"We have assembled a strong team to lead our global content business and they will now report to Lee," executive chairman Michael Grade said.
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