Granada chief executive Simon Shaps becomes ITV's director of television under the changes.

He will take creative control of ITV's channels, while ITV Broadcasting chief operating officer Ian McCulloch becomes commercial director.

Mick Desmond will step-down as head of broadcasting in the reshuffle, which comes a day after the programme line-up for digital channel ITV4 was revealed.

Successor

Finance director Henry Staunton is another casualty of the shake-up, which saw ITV create a number of new posts to enable it "to focus more closely on the needs of its viewers and advertisers".

Mr Desmond's role as head of broadcasting role will be split between Mr Shaps and Mr McCulloch.

Mr Shaps will take over responsibility for commissioning and scheduling of all ITV channels in his new position, while Mr McCulloch will direct sales and marketing.

Mr Staunton will step down when a successor is appointed.

Chief executive Charles Allen said: "ITV is now ready to move into its next phase of growth.

"Today's changes mean that all parts of our business will now be able to work together more effectively.

"The new structure will ensure that our primary focus is on the needs of viewers and advertisers, both in the UK and internationally."

Male audience

In other changes, ITV said its Granada production arm will be renamed ITV Production.

Earlier this month ITV reported a jump in half-year profits despite a fall in advertising revenues at it flagship ITV1 channel.

The broadcaster said its pre-tax profits for the six months to the end of June were �205m, from �128m in 2004.

However, ad revenues at ITV1 - whose top shows include Coronation Street and The X Factor - were down 3.4%.