The sponsorship will promote the release of 20th Century Fox movie Meet Dave, a family comedy starring Eddie Murphy, set to launch in UK cinemas on 18 July.
To promote the release, Virgin Media ad sales house IDS and agency Vizeum have negotiated a sponsorship that will run until 20 July on both channels.
The partnership allows for sponsorship of up to six hours of family comedy per day across both channels, featuring shows such as My Wife & Kids, Fresh Prince of Bel Air, That 70s Show, Freddie and Half & Half.
The release will be further promoted with Meet Dave competitions running across both channels, offering viewers the chance to win a Nintendo Wii.
The partnership also extends online with a competition page, banners and skyscrapers on both www.Trouble.co.uk and the entertainment, movies, homepage and games pages on Virginmedia.com.
This article was first published on Media Week