General Motors, in conjunction with its commitment to video-on-demand ad vehicle Driver TV, is launching a cross-channel campaign on Time Warner Cable systems this week.
The campaign, running across multiple dayparts, encourages viewers to access the "GM Showcase" in the operator's VOD area, where they will find three-minute videos detailing the exterior and interior of many of the automaker's models.
Similar campaigns are already running on systems owned by Comcast and Cox Communications.
Driver TV CEO Jan Renner said the service -- which also offers long-form videos highlighting DaimlerChrysler, Ford Motor and Toyota Motor Sales models -- is closing in on carriage deals with two more cable operators.
Those pacts would expand the service's reach beyond its current base of 17 million digital-cable homes -- a roster that also includes Insight Communications.