Responding to market demand for sophisticated online advertising options and more ways to reach viewers, Comedy Central will launch a broadband-enabled site - MotherLoad.com, to go live on November 1 - with new broadband video content that consists of 3-5-minute original shorts, up to 80 per week, aimed at an online "content-snacking" audience, writes AdAge.

Advertisers will include Verizon Wireless, Volkswagen and the U.S. Army. The site's launch sponsor is Verizon Broadband. Most of the ads will be 15- or 30-second video units, one ad for every three pieces of content. Users will not be able to stop the ads.

Network executives also said such content could move to wireless or video on demand after premiering on the broadband player. Comedy Central has deals to supply video content to Verizon, Sprint, Cingular and Virgin Mobile.