Emma Scott, a 10-year veteran of the BBC, will be heading the venture which is expected to launch next spring with around 200 channels, many in high-definition, for a one-off payment covering hardware costs.
"Emma brings a wealth of experience and energy to the role and has been instrumental in Freesat's journey from the start," said Freesat chairman Tim Davie.
"Since coming onboard in 2006 as project director, Emma has been responsible for successfully developing and implementing the strategy behind the proposition on behalf of the Joint Venture partners, BBC and ITV.
"The company is very lucky to have someone of Emma's calibre to launch the venture and I know that she will be a great success."
Freesat is aimed at the quarter of the UK population who cannot currently receive digital terrestrial television. Pricing has yet to be confirmed, but the receiving equipment is expected to cost less than £200.
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