ITV today unveiled the senior management team for its "new unified home for its interactive strategy and product development," ITV Interactive.

The former CEO of Carlton Active, Jane Marshall, will head the network's new interactive operation - the main aims of which are firstly to integrate interactivity into programming on ITV1 and to "drive the development of interactive advertising opportunities."

In essence, ITV Interactive is the operations of Carlton Active and Granada Interactive combined. In a statement, ITV said that the actual operation will have a "small core team", while production work is outsourced to the market.

Clive Jones, ITV Joint Managing Director, said: "The creation of this new division will result in a more coherent interactive focus for ITV. It is a direct benefit of closer co-operation between Carlton and Granada and signifies a more streamlined and effective approach."

A third area, in addition to interactive programming content and interactive advertising opportunities, that ITV Interactive will focus on, is that of gaming. Betting services launched in partnership with Littlewoods Leisure are anticipated to become interactive services linked to sports programming on ITV.

Marshall said: "I’m delighted to be leading ITV’s interactive operation into the next phase. ITV is uniquely placed to lead the commercial market in mass appeal, interactive extensions to its programming and to drive the interactive advertising market. The foundations are in place for an exciting growth business for ITV and I look forward to taking the operation forward."

Marshall is joined by Andrew Kearney as Head of Creative and Content, along with Clive Malcher as Head of Technology. The network says further appointments to its ITV Interactive operation will be announced "in due course."