Comcast is taking steps to ratchet up revenue from its popular on-demand service by "dynamically" inserting advertisements into the shows, reports The Philadelphia Inquirer.

Previously, advertisements on VOD shows could be changed only monthly, the story says. But new technology allows Comcast to insert ads into the programs daily, which is something advertisers have been seeking.

Most of the ad revenue will go to programming networks, but Comcast will keep a portion of the ad inventory and could earn commissions.

Comcast-owned NBCUniversal will serve as the in-house guinea pig, being the first programmer to agree to a deal to use the new technology.