To effectively utilize the bandwidth of a cable TV network, which is limited, analog TV program material is digitized and compressed before its transmission over the network. The resulting signals consume only part of the analog TV band traditionally needed for transmission of the analog TV program material. The newly available bandwidth in the analog TV band may be utilized for other cable TV services, e.g., video-on-demand (VOD) services. A reception gateway is employed at a user location to frequency-translate any VOD signals, transmitted through the analog TV band, to another frequency band, thereby avoiding disturbing the normal operation of a set-top terminal in receiving the analog TV program material through the analog TV band at the user location.