1. Apparatus for detecting insertion zones within pre-recorded video material, the insertion zones identifying portions of frames of the pre-recorded video material into which additional material may be inserted, the apparatus comprising: a video analysis unit configured to: determine one or more candidate insertion zones within the pre-recorded video material based on one or more of a zone shape, a zone size, a zone duration, a zone movement, or a zone color in the pre-recorded video material; detect a plurality of scene changes in the pre-recorded video material, said scene changes separating a plurality of scenes in the pre-recorded material, wherein each of the plurality of scenes comprises different parts of the pre-recorded video material separated by the detected plurality of scene changes; generate candidate insertion zone metadata for the one or more candidate insertion zones, the candidate insertion zone metadata defining attributes of the one or more candidate insertion zones; identify a first scene of the pre-recorded video material in which a selected insertion zone appears, the selected insertion zone being one of the one or more candidate insertion zones; and automatically identify a second scene in which the selected insertion zone appears, wherein the first scene and the second scene are separated from each other by a third scene in the pre-recorded video material in which the selected insertion zone does not appear, and wherein the identification of the first scene and the second scene in which the insertion zone appears is based on zone metadata associated with the selected insertion zone; and an insertion module configured to: receive additional material for insertion into the selected insertion zone in the pre-recorded video material; and generate output material including, the pre-recorded video material and the additional material inserted into the selected insertion zone in at least the first scene and the second scene.