4OD ad-funded shows

This article taught me that Channel 4 makes money through the advertising on its 4OD version of on demand telvesion.
QUOTE: "The shows will be supported by pre-roll advertising and sponsorship packages.
The first advertisers include Dulux, sponsor of Ugly Betty, L'Oreal, Tourism Australia and Bodyform.
"We want Channel 4 viewers to be able to see our shows in a format, time and platform to suit them and to make the process as simple as possible," said Jeff Ford, director of acquisitions and Film4."