ITV recently launched a major new brand campaign to celebrate the forthcoming schedule of new and returning dramas to ITV featuring the strapline Drama Lives on ITV, which can be viewed here: http://www.itv.com/drama/. The ITV1 Showcase Drama package will span across a selection of ITV's drama properties, including new launches such as Mrs Biggs, Mr Selfridge, Homefront and The Scapegoat.

Simon Daglish, Group Commercial Sales Director, ITV said: "ITV1 broadcast six out of the top ten new dramas across all channels in 2011. Our ITV Showcase Drama package features some of the best of ITV's content, and we are delighted to have secured Sky Broadband as the sponsor of this prolific property".

Lyssa McGowan, Brand Director, Communications Products, Sky, said: "As the fastest growing broadband and telephony provider in the UK, we're pleased to be advertising with ITV at such an exciting time for Sky Broadband. Now the UK's number one triple-play provider, this sponsorship will provide strong reach for the value message of Sky's campaign – encouraging consumers to demand more from their broadband and noting that Sky Broadband Unlimited customers enjoy absolutely no data usage caps as well as free and unlimited WiFi access at thousands of Cloud WiFi hotspots".

Chris Fuller, head of broadcast sponsorship at Mediacom, said: "We are extremely happy to partner Sky Broadband with a flagship sponsorship such as the ITV1 Showcase Drama. The high production values, stature and scale of the strand coupled with the potential for some exciting activation opportunities have made this the perfect union".

The sponsorship idents will be created by WCRS.