An apparatus and method for automatic detection of insertion zones within pre-recorded video material are provided. The apparatus includes a video analysis unit configured to automatically determine at least one candidate insertion zone within the pre-recorded video material suitable for receiving additional material to be inserted and configured to generate zone meta data defining attributes of the insertion zone, and an insertion module configured to receive additional material for insertion and arranged to generate an output representative of the pre-recorded video material with the additional material placed on an insertion zone such that the additional material adopts the image attributes of the insertion zone as the pre-recorded video material is played. The automatic determination of at least one insertion zone is based on one or more of feature shape, size, duration, movement, color.