Commercial Insertion System use to increase?

[Hadley Delta]

A company called Mediadenovo already has automated Commercial Insertion System (C.I.S.) equipment in place at the major cable and satellite companies (BDUs, "Broadcast Distribution Undertakings") in Canada. On the American based cable-only channels such as CNN or A&E, certain designated commercials are replaced by promotional ads for pay-per-view events, movie channels, or something else being offered by the cable company. It seems to work well, with occasionally seeing about half a second of the beginning of the U.S. ad being the only problem I've noticed.

They want to have its use expanded to what they call "Non Simultaneous Substitution" (NSS). If a Canadian station has bought the rights to a show, the show will be seen on Canadian cable systems with the ads sold by that Canadian station, even when it is broadcast on an American station at a different time from the Canadian station.

http://mediadenovo.com/nss/

While some may cringe at the thought of seeing even more repetitious Tim Hortons ads, hopefully this system would also eliminate the present system of simultaneous substitution (although the website explanation doesn't clearly say if it would), where the American station is replaced by the Canadian one for the entire length of the program. Cable companies can forget to switch back to the U.S. channel when a show ends, along with various other annoyances that presumably could be avoided by using C.I.S.