LONDON - Sainsbury's has terminated its long-running sponsorship of drama premieres on ITV1.
The deal will end next Spring, four years after it was signed. ITV is now looking for a replacement advertiser to take on the package, which includes peak-time first-run and returning dramas such as Inspector Morse spin-off Lewis and The Children.
The drama premieres package was created in 1996 for banking group HSBC, which sponsored it for eight years before Sainsbury's took over.
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