Turner Broadcasting (TBS) has launched TVinContext, which allows advertisers to make ad placements based on the content of the programming, reports MediaBuyerPlanner.

A movie scene that takes place in a café may be followed by a coffee ad; meanwhile, a wedding scene might be followed by a wedding-ring ad, said Turner executives (via TV Week).

Like contextual advertising has done online, Turner believes TVinContext will bring more value to advertisers.

The program, which will begin placing ads in the fall, will initially be available to only a small number of clients.