Reilly will be responsible for driving airtime and digital revenues through STV’s relationships with advertisers and agencies, and will hold overall responsibility for STV’s sales and commercial production team.
He will report to chief executive Rob Woodward and will sit on the STV leadership team.
Since joining ITV in 1992, Reilly has worked in various positions, most recently as regional sales controller, based in Leeds.
Woodward said: "Peter will lead our sales and commercial team as we continue to build the reach of STV's brands across platforms. He brings with him a wealth of experience and will be a strong asset to the STV leadership team and the business as a whole."
Connolly will continue to work with STV on a part-time basis in the role of senior adviser, and will be responsible for identifying revenue-generating opportunities across the business and will work closely with STV's digital team.
in the first six months of 2010, according to interim results out last week (26 August).
Group pre-tax profit before exceptional items was £6m during the period, an improvement of 500% from £1m in the same period of 2009. Turnover from continuing operations was £50m, up 20% from £42m in the first half of 2009.
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