RipeTV, a multi-platform digital video network targeted to males 18-34, debuts tomorrow - and has already attracted some big-name advertisers, including Dodge and Procter & Gamble's Old Spice, as well as Boost Mobile and Midway Games - reports MediaWeek. The advertisers are apparently drawn to the network both because of its core demographic and for its advertising model: ads are inserted into programming dynamically, similarly to web ads, and are sold on a guaranteed impression basis.

RipeTV will be delivered over various media platforms, including broadband, Comcast's video-on-demand (VOD) service and mobile devices. Its programming consists primarily of 5-15-minute shorts, including music videos and extreme-sports clips.

A VOD version of the network was tested on select Comcast systems last summer, resulting in three million program views.