Tim Hincks has been named as president of the newly merged Endemol and Shine Group company.

Hincks will report to chief executive Sophie Turner Laing and be responsible for the creative direction of the production and distribution group, which will have operations in over 30 markets across scripted and non-scripted television.

The appointment comes after Broadcast reported earlier this month that Hincks was to stay with the company as a creative counterpoint to the business acumen of Turner Laing.

Hincks, who was previously president of Endemol Group, will be based in London and have direct responsibility for the company’s UK and US operations.

The new company, which is yet to be named, will be jointly owned by 21st Century Fox and Apollo Global Management and will bring together Endemol, Shine and Core Media.

The completion of the deal remains subject to regulatory clearances, which is expected to be completed by the end of the year.

Hincks’ appointment ends weeks of speculation as to whether he would remain part of the merged group. The business is likely to be holding talks with other senior executives at Endemol and Shine in the UK, US and internationally, as it looks to hold on to as many key staffers as possible.

Hincks first joined Endemol in 1999 after working in factual and current affairs programming at the BBC. He was initially hired as creative director at the UK company, rising to become president of Endemol Group in 2012.

“This new joint venture will establish one of the world’s most exciting, diverse and dynamic businesses for creative talent,” said Hincks.

“It will be a place that gives the best people in our industry the freedom to pursue new ideas that they believe in and to take creative risks to realize their ambitions on a global scale.”

Turner Laing said that Hincks’ understanding of creative entrepreneurship and talent was “first class”.

“The company will be one of the world’s most innovative and diverse content creators, with exceptional talent, commercial expertise and resources that enable talent in each market to deliver outstanding content across genres and platforms,” she added.