The site featured on-demand programming to help individuals learn various photographic techniques.

That channel also offers Spanish and on-demand programming.

He added that increasing numbers of these owners were using their consoles to watch live TV, on-demand programming, news and movies.

Members can access live and on-demand programming and watch local, national and international news stories.

Cable systems supporting on-demand programming use a hybrid fiber-coaxial system.

DETV also offers a comprehensive library of on-demand programming.

The three companies said it was "the first time an advertiser has fully sponsored prime-time broadcast on-demand programming."

That package allows users access to about 1,000 hours of free on-demand programming from channels like Comedy Central and Biography.

The most promising is the on-demand programming, both standard and high definition, being offered by cable companies.

Ads in on-demand programming typically cost two to three times as much as standard commercial airtime, ad executives said.