Ad options open up for VOD fare; Comcast pushing cable nets to test material, and marketers show interest.(Video-on-demand)

Advertising Age, September, 2005 by Klaassen, Abby

Byline: ABBEY KLAASSEN

Video-on-demand has proven itself a playground for long-form advertising-just ask Coca-Cola Co. and General Motors Corp. But the medium's success depends on how traditional TV networks adopt it, both to market their own programming and create opportunities for advertisers.

Forrester projects the number of VOD-enabled homes will tip 28 million by the end of the year; it's a dance broadcasters are letting cable lead.

Over the summer Oxygen launched two VOD-only networks; VH1 used the medium to snag a record audience for its premiere of "Hogan Knows Best''; MTV2 aired a preview of "Nike Battlegrounds'' on Comcast and Charter's On Demand systems a week and a half before its Sept. 18 premiere on the linear network; and...

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