SeaChange International announced that Rogers Communications is dynamically inserting advertisements into Rogers On Demand program streams during mid-roll breaks, achieving a first among TV operators in North America. As one of the systems integrators supporting Rogers, SeaChange added its Advertising Decision Manager to Rogers' multi-vendor environment, which is based on SeaChange's open video back office and video servers.Dynamic mid-roll insertion of ads and pre-roll insertion of content promotions, triggered by SCTE 130 cues, began last month. Dynamic insertion will be implemented across Rogers' cable markets later this year.