An entertainment service that allows viewers instant access to content such as movies, cable series, original programs, educational programs, premium channels, news, sports, etc. Programming from content providers is delivered by consumer's cable company and may be free, subscription-based, or paid for on a transactional basis. With On Demand service, consumers can control what they watch and when, with features such as play, pause, fast-forward, rewind and stop. Preferred to VoD.