 Magnussen's RipeTV targeted a young, male audience with short-form programming that was available on cable television, broadband, and mobile devices.As of October 2006, the on-demand network was broadcasting in 20 million homes via Comcast and Time Warner, and it drew an average of three to four million views per month, according to the Wall Street Journal.Pioneered by Magnussen and partners, Ripe Digital Entertainment's "immersive advertising" model allowed viewers to watch programs and ads simultaneously as commercial messages were embedded in each show.