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The former LWT entertainment chief replaces Duncan Gray, who stepped down last month after two years in the post.
Kaye Cooper is currently managing director at Talent Television, the production company behind a number of interactive shows including Test The Nation.
At ITV, he will oversee hits such as Britain's Got Talent and The X Factor.
Kaye Cooper said he looked forward to working with production companies to "consolidate, enhance and refresh what is already a vibrant portfolio of hit shows".
Director of entertainment and comedy Paul Jackson added: "Entertainment programming is key to the ITV schedule and John’s experience and enthusiasm make him the perfect person to take on this role at such an exciting time."
