Comcast's new on-demand channel, Exercisetv, which has no traditional commercials, is essentially a subtle infomercial for the channel's sponsor, New Balance Athletic Shoe Inc., The Philadelphia Inquirer reports (via MediaBuyerPlanner). The network may overcome advertiser concern about viewers fast-forwarding though their messages in on-demand programming - but Josh Bernoff, an analyst with Forrester Research, said Exercisetv could create other challenges by biting into ad revenue for specialty channels offered on traditional cable.

New Balance exposure on the free channel comes via Exercisetv instructors wearing New Balance shoes and viewers seeing on-screen tips from New Balance, such as "Bend your knees." In the future, the site will suggest sites where customers can buy New Balance fitness products.

Comcast said consumers eventually would be able to click and buy products right from their televisions, instead of going to a computer.

In tests, Exercisetv got as many as two million views in a month.