The report in The Observer newspaper at the weekend, quoting industry sources, said Gavin could eventually replace either Granada chairman Charles Allen or Carlton chairman Michael Green, who will be chief executive and chairman respectively of the merged companies.
The two ITV broadcasters announced their planned £2.6bn merger in October and are now waiting for government approval for the deal to go ahead.
The Observer report said Gavin had been "sounded out", but others were also being contacted by ITV. It said on Friday that there were rumours in the City that headhunters were set to be appointed with a brief to seek out management talent.
In a statement issued by the BBC press office, a spokesman said: "There is no truth in today's story in The Observer. There have been no approaches made by ITV and Mr Gavin remains committed to the leadership of BBC Worldwide."
If Gavin were to join ITV, he would follow Nigel Pickard, the head of BBC children's channels, who was appointed in October by ITV to replace David Liddiment as director of programmes.
ITV will be hoping for some good news in the near future after last week's drubbing by City analysts. Three investment banks marked it down on the back of advertising figures for February and March, which could be 10% down. ITV shares went into a tailspin and ITV management hit back at the analysts, saying they took too much of a short-term view of ITV's performance.
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