• by David Goetzl , November 8, 2010

Cablevision said it has signed MXenergy, a natural gas and electricity supplier, to use a video-on-demand channel as a marketing tool, part of the New York-area cable operator's interactive advertising initiatives.

Viewers with digital set-top boxes can click on a VOD channel that is "MXEnergyTV," with programming aimed at offering energy- and money-saving advice. Among the content is a "Talking Trash" segment, which looks at garbage's journey when the truck leaves, and "Teaching Trash," which partly educates kids on recycling.

MxEnergy will also take advantage of a request-for-information proposal from Cablevision. That opportunity has Cablevision offering advertisers a chance for viewers to use a remote control to request brochures, coupons and other materials to be sent to their homes.

Jeffrey Mayer, CEO of MXEnergy, stated that the company is "always looking for creative ways to get the message out to consumers." It views itself as at the forefront of the sustainability movement.

Cablevision's advanced ad sales operations have worked with other clients, such as Mattel, Disney Vacations and Pillsbury on branded VOD channels.

MXenergy works in "deregulated energy markets" in the U.S. and Canada.