NEW YORK: US automaker General Motors has inked a deal with the nation's number one cable provider Comcast to sponsor television programs on its video-on-demand service.

GM's 30-second spots for its GMC and Hummer marques will feature at the beginning, middle and end of six CBS network shows, including the hugely popular CSI: Crime Scene Investigation franchise.

The programs will be ready to view for free the day after network airing and available for four weeks.

In addition to the commercials, GM will insert a "call to action" that points viewers in the direction of a separate channel on the VOD platform, called the GM Showroom, where they can take a closer look at the vehicles.

Comments Betsy Lazar, executive director of media and advertising operations at GM: "It's a great way to help bring CBS programming to its fans, and it also provides a relevant platform for GM to present product information about our . . . brands to that audience."

CBS first made its shows available via VOD last January, when Comcast began selling episodes for $0.99 (€0.77; £0.51) in its markets where CBS has owned-and-operated stations.

Last month, however, the network announced all its VOD programming, including several additional series, would be available free to all the cable provider's on-demand customers.

Data sourced from Adweek (USA); additional content by WARC staff