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The sponsorship will build on its .

The deal, which was brokered by MediaCom, includes the sponsorship of peaktime films on the three Channel 4 channels as well as their +1 and high definition versions and the daily early evening film on Film4.

Robert Tansey, group brand marketing director at BSkyB, said: "Sky Broadband provides a high quality, great value service, and we believe this sponsorship deal is the right way of helping customers get the message about what we have to offer."

In June Sky appointed Engine to handle the advertising for its Sky Broadband service, after a pitch against roster agencies.

Sky Broadband has over 2.5 million customers and around one in five of Sky's 9.77 million homes takes all three of Sky TV, Sky Broadband and Sky Talk.