Time Warner’s cable networks operation says that beginning this summer it will offer “complete current and previous seasons” of some of its original shows on a VOD basis to Comcast‘s Xfinity TV and digital platforms. The key to the deal: The cable company will offer dynamic ad insertion, which enables it and Turner to update and target commercial messages to particular viewers — a big selling point for networks in this upfront sales season. Fast forwarding will be disabled for most of the content, so viewers can’t speed through the ads.
“As viewing habits evolve, we continue to advance our advertiser offerings with stronger, more targeted products,” Turner Broadcasting Ad Sales President Donna Speciale says. “Through dynamic ad insertion, we now have a new source to swiftly integrate advertising creative in a highly sought after environment.”
It will offer new episodes to many of its entertainment, news, and kids shows the day after they first air. They’ll remain available throughout the current season. Xfinity on Demand also will offer previous seasons for many shows from TBS, TNT, Adult Swim, CNN, Cartoon Network and truTV.
“VOD is a great way to help grow our audience and introduce new viewers to our programming and it also serves as another opportunity for advertisers with their targeted brand messages.” Turner Broadcasting President David Levy says.