The responsibilities of the division, including elements of the development of ITV.com and other new ventures, have been folded into various parts of ITV, such as its central strategy team.
The unit employed seven staff, including Fell. Four have been made redundant, with the other three being redeployed within ITV.
Fell is credited by many as playing a major role in the broadcaster's launch of high-definition, mobile and online services.
He also played a key role in developing a new form of advertisement that can be embedded in television programmes, known as "automatically placed overlay advertising".