The new role he will take up is that of controller of platforms within the ITV Consumer team established to create direct consumer relationships. He will manage ITV's involvement in Freeview and digital satellite television.
Pitts is currently ITV's controller of regulatory affairs, and has handled digital policy, advertising regulation and European regulation.
As well as looking after its digital TV plaform, Pitts will also become managing director of ITV's digital terrestrial TV operator SDN.
In addition, the day-to-day running of Freeview channel operator SDN will transfer to him from current SDN managing director Colin Coghlan, who is leaving ITV after a short handover period.
ITV bought SDN, which is the licensed operator of one of the six Freeview multiplexes, in April last year for £134m. Multiplex A currently broadcasts ten channels, including those used by Five, Disney, QVC and Teletext.
Tom Betts, chief operating officer of ITV Consumer, said: "Simon brings a unique blend of skills and experience, from an understanding of complex regulatory issues through to established industry relations that will be essential as the digital television industry develops apace."
Pitts originally joined ITV in 2000 as European affairs manager.
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