Looks like eBay's TV auction component is starting to build. Since agreeing to join the platform despite a broad network stigma, female-targeted cable network Oxygen already includes at least one advertiser in its trial, reports MediaPost.

The Cabletelevision Advertising Bureau (CAB) criticized the auction system, joining networks who felt it would reduce their assets to mere commodities and admonishing members not to join. Oxygen is a member of CAB.

Posed with the suggestion other networks may follow the Oxygen trail, executive VP Mary Jeanne Cavanagh of ad sales said, "If some join, great. If not, it's more money for us."

According to The Wall Street Journal, participating advertisers have already built $8 million for the eBay trial.

"We're a very technology-focused company […] it's new technology, and the way of doing things is changing," Cavanagh added.

Oxygen launched in 2000 and has recently begun leveraging its distribution of 73 million with social networking efforts.

Ad revenues leaped 48 percent in 2006 to $102.1 million, reported TNS Media Intelligence.