Brand Republic are reporting Virgin Media are planning to add adverts during On Demand programmes and they say “testing is currently underway for pre-, mid- and post-roll ads to be placed in VoD content”. This will be the first time ad breaks have appeared in On Demand programmes. Virgin Media will also be rolling out adverts to be placed on their EPG. The adverts will be implemented in 2008. It’s not known whether the On Demand adverts will enable you to fast forward through them. Read more at Brand Republic. In other On Demand news, Nickelodeon is now available in TV Choice On Demand – just go to All Channels.