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.”