The sponsorship covers the second series of William and Mary, starring Martin Clunes, and Fat Friends. It also covers a new comedy drama series, Life Begins, by Cold Feet writer Mike Bullen, starring Caroline Quentin as an unemployed single mother. All three series are scheduled for early next year.
Linking into the 'I like' theme, sponsorship credits and break bumpers - created by the Leith Advertising Agency - will feature viewers engaging in activities they like while watching TV. The deal was negotiated between Granada Enterprises and Feather Brooksbank.
Standard Life also has some Christmas-themed ads for its campaign, featuring people celebrating the festive season.
Standard Life advertising manager Pam Hyder said the aim was to reinforce the 'I like' link with the Standard Life brand, without forcing information about pensions.