ITV is reportedly close to announcing easyJet boss Carolyn McCall as its new chief executive – with confirmation expected in the coming days.
McCall, who has been the airline's chief executive since 2010, is now considered the overwhelming favourite to take over from Adam Crozier, who announced his decision to stand down in May.
Sky News quoted sources as saying the deal was "all but signed" and would be announced to the London Stock Exchange as early as Monday morning.
McCall already has media industry experience on her CV having been chief executive of the Guardian Media Group prior to joining easyJet. She is also a former president of Women in Advertising and Communications London (WACL).
Such links with the ad industry will be vital at the commercial broadcaster, where McCall will walk into a testing advertising environment if she is confirmed in the role.
Channel 4's chairman Charles Gurassa said last week that the broadcaster "is now operating in a TV advertising market in recession".
Its sales director Jonathan Allan added that it will "need to work harder to get the big advertisers on to TV", citing figures showing that the TV ad market fell 4.2% between July 2016 and June 2017.
McCall, who was appointed a dame for services to the aviation industry last year, is said to have beaten off competition from the likes of Paul Geddes, the chief executive of insurance company Direct Line, and Rob Woodward, the outgoing chief executive of STV to land the role.