The Hindu Business Line : TAG Media unveils in-store TV network across Spencer's stores

TAG Media Network Inc has announced the launch of the country's first in-store television network across 50 Spencer's stores. The Washington-based company is operating in partnership with MAA Group, which specialises in integrated communication. In-store TVs, a new concept in retail advertising, aim at capturing shoppers' attention as they enter the store and at specific aisles.

Four to five flat-screen television monitors air "a mix of original programming, public service programming, advertisements, retail promotions, in-store promos, and news programming from strategic partners."

Programming will be delivered to retail locations via broadband from TAG's operational headquarters in Bangalore.

Mr Bunty Peerbhoy, Chairman of MAA Group, said: "Statistics show that 60-70 per cent of brand purchase decision happens in-store. Moving messages attract 40 per cent more attention than static signage. About 78 per cent of retail television viewers find it helpful. And 42 per cent of retail TV viewers prefer to shop in a store that has video displays. We believe the time for this medium is right now, and particularly so in India where organised retail is growing at an enviable 25 per cent plus per annum."

In talks

This is TAG Media's first such venture globally.

The company will soon cover all 62 stores of Spencer's and work with Fabmall stores across India, and is in discussions with other national retail chains.

According to Mr Daniel Ginsburg, CEO, TAG Media Network: "Our goal is to be one of the top in-store television networks globally. We plan to launch new ventures in Europe and Asia/Pacific in 2007."

While retailers would offer their footfalls to TAG, they in turn get a share of TAG's revenues. (In July, the Spencer's chain had a footfall of 2.6 million.)

Advertisers buy spots at about Rs 2,10,000 per unit (60 seconds of advertising every hour, which runs for 10 hours a day, 30 days a month.)

Retail television is a popular advertising medium in China, the US, the UK, Australia, Chile and Saudi Arabia.

Globally, in-store television is believed to have contributed to a 10-20 per cent lift in sales, said Mr Peerbhoy.

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