A recent announcement by SeaChange International has confirmed that the company has already begun rolling out its innovative and dynamic on-demand television advertising service for Virgin Media, which is Britain's leading on-demand cable service operator. As confirmed by the company the SeaChange AdPulse On Demand software is being installed all over the national SeaChange Axiom on Demand footprint, which will serve as many as 3.7 million digital cable homes. The service is starting with 300,000 homes a month.

All on-demand content offered by LIVING, Virgin1 and Bravo, will have some 30 second of both pre and post roll advertisements from giants brands including L'Oreal, Sony, Microsoft and Kellogg's, among others.

"On-demand’s attraction set in and gained audiences long ago. Now we’ll begin to see highly relevant, value added advertising play its vital role in expanding content quality and volume, as well as bringing in new revenue streams”, said Simon McGrath, Chief Marketing Officer of SeaChange.

The move has come after Virgin Media conducted a major test in association with SeaChange and On Demand Group earlier this year, and discovered a positive viewer response to on- demand advertising. About 54% of the trail participants were positive about ads which appear when watching on-demand content. 65% of the participants preferred to watch ads before the content actually started, with the 30 seconds format being the most popular.