ITV is launching a new pay channel - named ITV Encore - that will be dedicated to drama.
The channel, which will be available to Sky subscribers is described as being "home to some of ITV's most successful drama series of recent years" as well as "original commissions" with "big name" stars.
Chief executive Adam Crozier said the broadcaster wanted to "become the most watched, most loved and most talked about family of free and pay channels".
He said: "ITV's brilliant dramas contributed to a fantastic on-screen performance last year - we had three out of the top five dramas in 2013, which helped us increase our share of viewing on the main channel for the first time in a decade.
A challenge to the old order is expected as the new Premier League season kicks off - but off the pitch, with BT Sport taking on Sky for first day ratings.
The new contender paid £738 million for the rights to show 38 top-flight games a season for the next three years and has landed the first game of the 2013/14 season: the 12:45 kick off between Liverpool and Stoke City.
Sky has responded with a day of free football, with shows that normally go out on Sky Sports 1 being shown instead on Sky2 and Pick TV for free, including the later game between Swansea City and Manchester United.
BT hopes to break Sky's grip on armchair sports fans by enabling its broadband customers to watch the Premier League action for free.
It announced this week it had tripled its number of viewers to three million by signing a deal with Virgin Media.