ITV has announced that directory enquiries service 118 118 is to be the new broadcast sponsor of ITV1 Movies.

Cate Murden, associate director, OMDFuse, who helped negotiate the deal, said: "The ITV1 movie package is an ideal opportunity for 118 118 to target each of their core audiences, whilst maintaining stature and supporting the brand personality. Moreover genre- specific creative will enable us the opportunity to talk about our specific services too."

The company has already sponsored many other TV strands include Channel 4 drama, Five's Prison Break, London Weekend weather, and cult show Lost, both on Channel 4 and on Sky One.