TELECOM Digest OnLine - Sorted: Wal-Mart Is Upgrading Its Vast In-Store Television Network

Wal-Mart Is Upgrading Its Vast In-Store Television Network

Monty Solomon (
Fri, 25 Feb 2005 00:50:30 -0500


PEARLAND, Tex. - Here in the Houston suburbs, Banana-Vision has
arrived. That's the industry nickname for the 42-inch high-definition
L.C.D. monitor installed directly over a pyramid of bright yellow
bananas in the produce section of the local Wal-Mart store.

This TV screen and others scattered through the store are part of the
Wal-Mart TV Network, a Web network of in-store programming that the
company started in 1998. These days it shows previews of
soon-to-be-released movies, snippets of sports events and rock
concerts, and corporate messages from the world of Wal-Mart, including
some intended to improve its battered public image.

But the principal reason for Wal-Mart TV is to show a constant stream
of consumer product ads purchased by companies like Kraft, Unilever,
Hallmark and PepsiCo. And little wonder. According to Wal-Mart and to
an agency that handles its ad sales, the TV operation captures some
130 million viewers every four weeks, making it the fifth-largest
television network in the United States after NBC, CBS, ABC and Fox.

While other retailers have experimented with in-store television,
Wal-Mart's network, which is available in almost all its 2,600
locations, is the most extensive. The company, eager to promote it, is
upgrading its broadcasting plans and equipment.

Post Followup Article Use your browser's quoting feature to quote article into reply
Go to Next message: Monty Solomon: "Federal Effort to Head Off TV Piracy Is Challenged"
Go to Previous message: Lisa Minter: "Hollywood Studios File New Round of Web Lawsuits"
TELECOM Digest: Home Page