As part of the deal, Smooth Radio sponsorship will be promoted through display ads, advertorials and online interactive activity across IPC Media’s portfolio of TV and radio magazines and websites, including TV Times, What’s on TV and TV & Satellite Week.
In return, IPC Media’s TV brands will be promoted on air on GMG Radio’s Smooth Radio and Real Radio stations, both through editorial and an ad campaign. No cash has been exchanged as part of the deal.
Voting in the Smooth Radio sponsored TV Times Awards will open in the autumn when the Awards will be promoted through more than 20 IPC Media-owned magazines and online platforms.
Jonathan Gillespie, group commercial director at GMG Radio, said this was the first time Smooth has "embarked on this kind of partnership" and the deal will provide Smooth with "great brand exposure".
Gillespie said: "This will enable us to expose readers of some of Britain’s favourite magazines to the key content that is available on Smooth Radio at a time when they are planning what to watch and listen to."
The TV Times Awards began 42 years ago when the listings title asked its readers to nominate their top television person of 1969. The first winner was singer Tom Jones who beat stars such as Engelbert Humperdinck, David Frost and Des O'Connor.
Niall Clarkson, publishing director at TV Times, said: "We feel the Smooth Radio listeners are a great fit for our brand and working together will make the TV Times Awards even bigger this year.
"As the Awards draw closer we are really looking forward to the various exciting promotional activities we have planned with Smooth Radio, and hope this will be a direct benefit to our shared listeners and readers."