Cablevision Systems' latest video-on-demand advertising client is MXenergy, an alternate supplier of natural gas and electricity in the U.S. and Canada.
The deal is for an initial period of three months. MXenergyTV, now available on channel 654 to Cablevision digital cable subscribers, features "Attainable Sustainables," a multipart series of original content with simple tips to help consumers save energy shot mostly in and around Connecticut.
"We have been at the forefront of the sustainability movement and are always looking for creative ways to get the message out to consumers," MXenergy president and CEO Jeffrey Mayer said in a statement. "We see Cablevision's terrific interactive television platform as the ideal vehicle to engage the public with these messages."
Stamford, Conn.-based MXenergy, founded in 1999, is one of the nation's largest independent suppliers of natural gas and electricity.
Other advertisers that have launched branded interactive VOD channels with Cablevision in recent years include Mattel, Pillsbury, Disney Vacations, the U.S. Navy, Dove Chocolate, General Motors, BMW and Sony. The dedicated VOD showcases provide long- and short-form video, polls and other information for consumers.
For more on Cablevision's advanced TV advertising initiatives, see the "Operator of the Year" section in the Nov. 8 issue of Multichannel News (subscription required).