Somerfield is to launch the UK’s first supermarket television station
carrying ads for products on its shelves.
The food retailer is using cable technology to broadcast its own
programmes onto TV screens in two of its stores.
If the trial is successful, it will be rolled out to over half of
Somerfield’s 600-strong chain of stores. There could be as many as 20 TV
screens in each store.
The Somerfield channel will be the first in the UK to transmit ads to
shoppers which are normally only seen on broadcast television.
Brands such as Coca-Cola, Golden Wonder, Cadbury’s, Macleans and Manor
Bakeries have already signed up.
Half-hour programmes are broadcast from a central point and can be
changed at short notice in order to react to price promotions.
Programmes introduce the store’s staff, product news, in-store offers
and Somerfield’s ads featuring TV star Lesley Joseph.
A decision on whether the service will be rolled out nationally is to be
made in six months’ time.