"It was clear that, because over 80 percent of our 4 million users are now connecting over broadband, we had to start delivering richer video applications that our audience desires," Dave Bovenschulte, vice president of TV Guide Online, said.

The Keebler Company's snack brand Cheez-It has bought out the ad space on TV Guide Spot as a charter sponsorship for about six months, Bovenschulte said. He declined to discuss financial terms. TV Guide Spot users will probably notice a banner for Cheez-It directly on the broadband media player, and they will surely notice the 15-second, repurposed TV spot for the snacks that runs before every piece of video content they want to watch.

TV Guide Spot went live in the middle of last week on TVGuide.com for broadband users. While TV Guide Spot has a dozen short-form programming concepts in development, the network initially launched with four shows: "Watch This!" looks at new programs in the week ahead including special episodes, premieres, television events, and hidden picks from editors at TV Guide Spot just for the on-demand audience; "Catch Up" is a series of updates on television's leading water-cooler shows for viewers who've fallen behind a show's story threads.

"Big Movie Guide" spotlights cable's current on-demand movies with celebrity interviews, movie clips, behind-the-scenes stories, and red carpet events; and "MVids" brings new music performances to viewers, while guiding them to special appearances of the bands on "Good Morning America" and "Today" to Jay, David, and Conan.

In addition to launching on TVGuide.com, TV Guide Spot will also soon debut to over 14 million Comcast and Time Warner digital subscribers, and to one million TiVo subscribers with stand-alone set-top boxes.