BBC One controller Danny Cohen is to be the new director of television, director general Tony Hall has said.
The appointment completes Lord Hall's senior team which recently saw James Harding become director of news.
Mr Cohen, whose commissions include Call The Midwife and The Voice, will take over from the acting director of BBC TV Roger Mosey.
Lord Hall praised Mr Cohen's "ability to provide viewers with a mixture of high quality programmes".
Mr Cohen, who became controller of BBC One in 2010, said he was "honoured" to take up the role.
"I've had a wonderful time at BBC One and am grateful for the work of all the talented people who have made the channel the most popular in the UK in recent years," he said.
The channel had record viewing figures in 2012, led by the success of the Olympic closing ceremony with an average of 24.5 million viewers.
According to Broadcasters' Audience Research Board (BARB), BBC One showed nine out of the top 10 most watched programmes of the year.
Mr Cohen took over BBC Three in May 2007 after leaving Channel 4 as the head of factual entertainment and E4.
His future commissions for BBC One include an adaptation of JK Rowling's book The Casual Vacancy, a sitcom written by David Walliams, a comedy series starring Matt Lucas plus new dramas The White Queen, Atlantis and an adaptation of the book Jonathan Strange & Mr Norrell.
Mr Cohen, whose appointment follows an open recruitment process, will start his role on 7 May with a salary of £327,800.