Programming from ITV Play is to launch later this year, following trials of 'Quizmania' on ITV1 and 'Play Sudoku' on ITV2.
Van Rest joins from Optimistic Entertainment, where he was director of strategic and corporate entertainment, and created the first participation television channel.
He will assume full responsibility for Play's financial performance, creative programming and delivery. As well as developing interactive services for ITV's four television channels, Play will also develop mobile and online services.
At the same time, ITV said it had promoted interactive producer Tanya Carus to the role of commissioning editor for ITV Play.
"The Play brand will be a gold standard for quality, entertaining and original interactive programming and I look forward to building on the success ITV is already enjoying in this area," Van Rest said.
Van Rest has also held roles at production company Freemantle and BSkyB, where he worked as a consultant on enhanced television.
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