The new ITV channel, ITV Encore, will launch with Dunelm, the homewares retailer, as its sponsor.
ITV Encore will air for the first time on Monday June 9 with Dunelm branding and idents on Sky channel 123 and other Sky platforms.
The channel will be home to some of the broadcaster's hit drama series, including Broadchurch and DCI Banks.
Chief executive at Dunelm, Nick Wharton, said: "We are very pleased to be the inaugural and exclusive sponsor for ITV Encore and are confident that audiences will enjoy the new channel.
"Our customers loved our first national TV advertising campaign and this partnership will provide the opportunity to introduce more viewers to the Dunelm proposition and our range of fantastic products for the home."