[Montreal] TVA Group and etc.tv will launch the Advertising on Demand Network this fall following a trial over the summer with charter advertisers. With Advertising on Demand, TV viewers who subscribe to cable distributor Videotron's Illico digital cable service can opt in to long-form content from advertisers. With etc.'s technology, consumers can navigate easily from live TV to On Demand. The advertisers will pay the network for the viewers who click through. So far Molson is the only advertiser to sign up. Advertising on Demand's fate will depend on whether advertisers can generate long-form content that interests viewers.