TV3 and Channel 5 are doing yet another swap-eroo.

The station hs just announced the appointment of Jeff Ford as the TV3 Group Director of Content. Jeff, who will have responsibility for the channel's content strategy and output across TV3 and 3e, takes up the position from the end of February. The channels have had recent success with their first drama, the strangely addictive Deception; the reality series that just keeps giving, because YOU keep watching, Tallafornia; and documentary series Adoption Stories.

Jeff Ford was most recently Director of Programming at Channel 5 which became the only free-to-air channel to grow share in the UK in 2012. He resigned from the post last October. Previously he held roles such as Director of Acquisitions at Channel 4 and Controller of Acquisitions at ITV. He began his career as a film editor in the BBC where he worked for ten years. So, really, he's been all over the shop.

Speaking of his new post, Jeff said: "TV3 has built a reputation as an innovative, energetic and independent broadcaster. Its recent foray into production and the imminent opening of one of the best new studios in Europe makes it an attractive company to join. I can't wait to meet the talented team there and start working alongside them to bring viewers even more great programming which will take TV3 to the next stage in its development."

Jeff, who grew up in London, will relocate to Dublin with his wife Tracy (lucky you, Tracy, Ballymount's lovely) to take up the role at the end of next month.

>TV3's Ben Frow appointed Channel 5's director of programming