21/11/2002

Leed pilots commercial TV in mall

Leeds pilots commercial TV in mall

A new commercial television network for shopping centres has been launched by media company Screen Network, offering advertisers a new point-of-sale opportunity.

The TV network service, piloting in the White Rose Shopping Centre in Leeds, is the first of its kind to be launched in the UK and comes as awareness grows of the potential for retail outlets to be advertising media.

It consists of eleven 42-inch audiovisual plasma screens sited throughout the ground floor of the centre, as well as a 360-degree LED display in the food court on the upper level.

Footage is broadcast, via satellite, on the network throughout shopping centre opening hours. Ads are interspersed with other information.

Screen Network is headed by managing directors John Harrison and Bryan Greaves, who previously worked as finance director at former marketing agency CWG.

“As we have been able to introduce audio as well as pictures, advertisers can achieve maximum impact,” said Harrison.

Screen Network plans to roll out the offering to a further seven shopping centres.

By Allison Brodie

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