Paul Farrell has been named as the next managing director of Virgin Media Television.
He is currently vice-president of commercial for Virgin Media.
He replaces Pat Kiely, who announced he was leaving the business last month.
Previously commercial director of TV3, Mr Kiely was appointed managing director of Virgin Media Television following the acquisition of the broadcaster in 2015.
Tony Hanway, CEO of Virgin Media, said: "I am delighted to announce Paul is taking on this exciting new role.
"With his depth of senior experience in sectors such as media, advertising and telecoms he is ideally placed to accelerate our connected entertainment strategy."
On his new role, Mr Farrell said: “Virgin Media Television is going from strength to strength and I’m really looking forward to leading our superb team of broadcasting professionals.
"My priority will be to accelerate our progress of the recent years and continue to invest in more of what we do best, including award winning content, news, current affairs, sport and digital services."
Mr Farrell is currently responsible for all of Virgin Media Ireland’s commercial activities across the consumer and B2B divisions.
During his career he has held senior roles in media, advertising, telecommunications and financial services sectors.
Prior to joining Virgin Media in 2015, he has held senior roles with O2, The Irish Times, IPG Mediabrands and Davy.
From Artane in Dublin, he holds an MBA from St Ambrose University Iowa and is a fellow of the Marketing Institute of Ireland.