Lewis will take control of the day-to-day running of the WRU

Lewis has been managing director of ITV Wales for the past two years, having previously worked in the media and music industries in London.

The 52-year-old replaces David Moffett, who resigned from the post in December citing personal and family reasons.

Lewis said he felt "a great honour" and "an immense responsibility" in taking the job, which he begins in October.

He added: "My total focus and commitment will be on ensuring the business generates the power to give Gareth Jenkins and the Welsh team everything they require to fulfil their potential.

"The management of the WRU will do whatever it takes to restore Wales to the forefront of world rugby both on and off the pitch."

Roger has proved himself to be a dynamic and astute leader in the world of media and entertainment WRU chairman David Pickering

The Union originally claimed that the group chief executive role had become redundant after Moffett's departure last December.

But pressure from their member clubs, culminating in May's Extraordinary General Meeting, forced a rethink and the post was advertised in May.

Headhunting firm Odgers Ray & Berndtson led the WRU's search.

WRU chairman David Pickering said 115 candidates applied for the post, who were then whittled down to a five-man shortlist.

Pickering said: "I was overwhelmed by the quality of the candidates who applied for the post at the outset.

"I am thrilled to have such an experienced Welshman taking up the biggest post in Welsh sport and entertainment.

"Roger has proved himself to be a dynamic and astute leader in the world of media and entertainment and will bring a huge range of relevant management and communication skills with him to the Group."

In the 1980's, Lewis worked as a producer at Capital Radio and then became head of music at BBC Radio One.

He was the ideal candidate to fulfil our desires across the WRU and the Millennium Stadium businesses WRU president Keith Rowlands

He went on to join EMI Records as a managing director and then the PolyGram group where he became world wide President of the Decca Record Company.

Before taking his post with at ITV Wales, he was managing director and programme controller of Classic FM and a main board director of its parent company, GWR group plc for six years.

Lewis also holds a number of positions in the charitable sector and is a trustee of the Wales Millennium Centre, chairman of the Ogmore Centre Trust, a director of Liverpool Capital of Culture and chairman of the Royal Liverpool Philharmonic.

WRU president Keith Rowlands said: "He was the ideal candidate to fulfil our desires across the WRU and the Millennium Stadium businesses and he has a deep interest in, and understanding of, Welsh rugby."

Pickering, Rowlands, WRU sub-committee chairmen Martin Davies, Alan Jones and Russell Howell, Millennium Stadium board of directors representative Lord Faulkner of Worcester and independent member Dr David Hammond were on the WRU's appointment panel.