Mix the flour, poppy seeds, salt and yeast in a bowl. Add the water and oil, knead to form a soft, smooth dough. Cover and leave to rise at room temperature for approx. 1½ hrs. until doubled in size.
On a lightly floured surface, roll out the dough into a rectangle (approx. 40 x 50 cm). Mix the butter with the cheese, garlic and chives, spread on top of the dough leaving a border of approx. 1 cm all around. Roll the dough up from the long edge. Without exerting any pressure, cut the dough into pieces approx. 4 cm wide using a bread knife. Place the rolls next to each other in the prepared tin, cover and leave to rise for approx. 30 mins. Brush the rolls with the butter.
Approx. 35 mins. in the lower half of an oven preheated to 200°C. Remove from the oven, allow to cool a little then remove from the tin.