Looks like BSkyB (NYSE: BSY) is really gearing up to be an advertising player in 2010.

Not only has Sky Media won an exclusive contract to handle ad sales for Viacom’s MTV, VIVA, Nickelodeon, Comedy Central and BET TV channels (via MarketWatch); Sky is also prepping its customers for targeted online and TV advertising to begin in the new year…

Sky emailed registered users of its Sky Player VOD service on Thursday to say it’s updating its terms and conditions to accommodate its AdSmart ad targeting technology, which we’ve written about before, starting December 10.

In the email, Sky says AdSmart “uses customer information to replace some general adverts with ones which we believe to be more relevant to viewers’ potential preferences and interests”. Sky has previously consulted with Google (NSDQ: GOOG), whose prowess at ad targeting is without question.

Sky has increased the number of platforms on which Sky Player is available to include TV, web PC, Xox 360 and FetchTV. It says customers can opt out of targeting if they wish.