Liz Bales appointed chief executive for both bodies, which will continue independent remits.

The British Video Association and the Industry Trust for IP Awareness are to merge their back office functions in a bid to streamline operations.

As part of the integration Liz Bales, the current director general of the Industry Trust, will be appointed chief executive for both bodies.

Lavinia Carey, who recently stepped down as director general of the BVA, will represent the sector’s policy interests as consultant lobbyist.

Each body will retain independent remits – the BVA to promote home entertainment formats and the Industry Trust to deliver consumer pro-copyright education and marketing campaigns.

Currently both organisations are based in 3 Soho Square on different floors. The new team will continue to be based there but on one floor.

Bales said: “I’m looking forward to taking on the challenge of driving two distinct and successful industry bodies through this period of transition, with two separate, if not dissimilar, remits. This integration will allow the two bodies to flourish and to meet the high expectations of their members.”