A video-on-demand (VOD) content delivery system has a VOD Application Server which manages a database of templates ordered in a hierarchy for presentation of video content elements of different selected types categorized in hierarchical order. The templates include those for higher-order displays which have one or more links to lower-order displays of specific content. The VOD Application Server, in response to viewer request, displays a high-order templatized display, and in response to viewer selection of a link, displays the lower-order display of specific content. The hierarchical templatized displays enable viewers to navigate to an end subject of interest while having a unique visual experience of moving through a series of displays to the end subject of interest. For example, the higher-order display may be a product ad and the lower-order display may be an ad for a local retailer of the product. Similarly, a viewer can navigate from national product to local product ad, or classified ad category to specific classified ad, or bulletin board topic category to specific posting. In another embodiment, the VOD content delivery system is used to deliver consumer-generated classified ads on TV. A web-based Content Management System receives consumer-generated content uploaded online in industry-standard file formats with metadata for title and topical area, and automatically converts it into video data format compatible with the VOD content delivery system indexed by title and topical area. A User Interface for the system delivers listings data to the viewer's TV indexed by title and topical area, and displays a requested classified ad in response to viewer selection.