Sunflower Broadband and MTV Networks are launching a market-leading campaign to dynamically insert national advertisements into on-demand cable television programming, the companies announced today.

Lawrence-based Sunflower will begin placing ads into MTV Networks on-demand programming this week. The first campaign promotes “jackass number two,” set for release Sept. 22 from Paramount Pictures and MTV Films. Ads will be inserted into Comedy Central On Demand programs at the moment that viewers request the free on-demand shows.

Using integrated on-demand and advertising technologies from SeaChange International and Atlas On Demand, Sunflower’s video-on-demand (VOD) system splices fresh ads into on-demand content on the fly.

“This is a real watershed moment for VOD advertising and what MTV Networks can offer its clients,” said Carolyn Everson, senior vice president for ad sales strategy and business development at MTV Networks. “Sunflower’s test allows for almost real-time ad insertion, and allows us to give our clients something they’ve wanted since the beginning – timely, highly targeted VOD advertising opportunities.”

Sunflower serves about 30,000 subscribers in Lawrence and other areas of northeast Kansas. Its growing on-demand service, live since early 2005, includes ad-supported network programs plus local sports, news, lifestyle shows and college games produced by Sunflower.

Sunflower is owned by The World Company, which also owns the Journal-World.