THIS WEEK: Somerfield tries out in-store TV channel

Somerfield is to launch the UK’s first supermarket television station carrying ads for products on its shelves.

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.