Touting itself as the first ad-supported on-demand network, RipeTV plans to debut later this year to 10 million on-demand and broadband homes.

The first RipeTV network, to be launched in the fourth quarter…New episodes for each show will debut online and on-demand every Monday, a la the traditional model TV has followed for decades in introducing new episodes each week.

Ryan Magnussen, RipeTV CEO and President Patrick Bradley built the Web services company Zentropy, which became a $100 million-a-year firm and was sold to Interpublic Group of Companies in 1999.