Shaps will be responsible for the creative output of ITV while McCulloch will be responsible for the commercial, business and advertising of the network.
Before joining as ITV broadcasting CEO after the Carlton and Granada merger, Desmond was chief executive of Granada Broadcasting & Enterprises and joint managing director of the ITV Network.
The move leaves ITV with no senior executives with serious advertising experience, as ITV sales chief Graham Duff is also leaving the company in the next few weeks once ITV has concluded the events celebrating its 50th anniversary.
Duff, a former chief executive of Granada Enterprises, became ITV Sales' managing director in November 2003. He joined Granada from Zenith Media in 2001.
ITV CEO Charles Allen said: "ITV is now ready to move into its next phase of growth. Today's changes mean that all parts of our business will now be able to work together more effectively. The new structure will ensure that our primary focus is on the needs of viewers and advertisers, both in the UK and internationally."
"We have the right structure and the right people in key roles to drive the business forward. I am confident that we will be able to attract the best talent from within ITV or externally to the exciting new."
In addition, Henry Staunton is stepping down as ITV finance director after 12 years in the role. It is understood he will leave the company as soon as a replacement is found.
The network has also renamed its Granada programme-making arm ITV Production, and director of drama, children's arts and features John Whiston will be the acting head following Shaps' departure.
Granada International, Granada Ventures and Granada's international production businesses will come under one brand, ITV International, and will be run by Granada finance director William Medlicott.
ITV said the reshuffle is to prepare the network for "growth in the digital age" and to "focus more closely on the needs of its viewers and advertisers."
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