Time Warner Cable is rolling out Promotions On Demand (POD), which enables its subscribers to request promotional offers via their remote control. The service is being rolled out in TWC’s top advertising markets, reaching 3.5 million digital subscribers, and will be available to select advertisers starting in late May.

TWC customers will be able to research products and services with the operator’s video-on-demand (VOD) channels and can receive purchase or trial incentives from advertisers.

And the nation’s second-largest cable operator is managing the end-to-end POD service.

“When customers get marketing materials they really want and advertisers get customers who are interested in their offers, everybody wins,” said Joan Gillman, president of Time Warner Cable Media Sales . “In addition, POD can help marketers maximize their marketing dollars during this unprecedented economic downturn.”

Time Warner Cable said it received an “overwhelming response” from both customers and marketers during a trial in Los Angeles.

Jacqueline Corbelli, CEO of BrightLine – an iTV marketing specialist – said: “We’ve had tremendous success with similar techniques in other mediums and have been looking for exactly this type of capability in the VOD environment. We are excited about the potential of POD, especially as it is rolled out across the Time Warner Cable footprint.”

The full rollout of POD across TWC’s digital subscriber base is slated for the third quarter of 2009.