Unions have stressed that public service must be made the top priority after an announcement on Thursday that Royal Mail boss Adam Crozier will be ITV's new chief executive.
Mr Crozier is known for his role as chief executive at Royal Mail and the Football Association. At Royal Mail he has come under fire for slashing jobs and shutting post offices while pocketing a £1 million pay package.
NUJ deputy general secretary Michelle Stanistreeet said: "What matters at ITV is that it starts taking its public service responsibilities seriously.
"A new chief executive must work with ITV's staff to reclaim its reputation for diverse and informative programming."
General secretary of communications union CWU Billy Hayes warned that Mr Crozier's replacement should be "committed to a public service ethos."
He said: "It's crucial now that Mr Crozier's final days at Royal Mail secure an agreement on modernisation that provides a successful future for the company, its workforce and customers."
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