Richard Broughton / Published - 27 Jan 10

Virgin Media, the UK cable operator, has commercially launched dynamic advertising insertion, allowing adverts to be placed before and after on-demand videos. VM's move, anticipating similar systems still on trial on US cable systems, will generate some revenues but more importantly enhance the range and quality of content available on VM's VoD service at a time when rivals - including pay-TV market leader BSkyB - are preparing to improve their own VoD offering.