WalMart TV to get a Facelift
Author: Bill Gerba on 2005-02-21 20:40:40
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As reported by the
New York Times (and many others), the venerable
WalMart TV network (warning: that's a PDF link), the granddaddy of all
narrowcast networks, is getting an upgrade by owner and digital content provider
PRN.
For those of you who don't know or haven't seen it, the current
implementation of the WalMart TV network has a single channel of
content distributed to CRT televisions suspended from the ceilings
throughout each WalMart store. Consequently there is no
differentiation of content by store department: whether in grocery,
hardware or apparel, you see the same content, if you happen to see it
at all. The new network will supposedly alleviate the former
problem by streaming several channels of distinct content to each
location (presumably targeted by department or some other
metric). The latter will be addressed via plasma displays and
other large-format screens placed closer to eye-level and in more
obvious spots throughout the stores.
WalMart TV is such a big deal, in fact, that
The Times has graced us with yet a
second article, this one on WalMart's 10 second ad format for their
digital signs. This is particularly interesting (to me, anyway), because it lists
the formula that we've been touting for digital signage advertising content: big, easy to read text, a clear, concise message, obvious product placement, and
a call to action.
My favorite quote from the article: "'Attention deficit used to be a
disorder,' [Mark C. Mitchell, executive vice president of PRN] said.
'Now, I think it's the new order for consumers.'" That's either
an insightful comment on the human condition, or a frightning harbinger
of things to come. I haven't decided which yet.
On a
lighter note, I'd like to point out that as of February 18th, this blog
turned one year old! As far as I know, it's the longest running
digital signage-related blog in the industry (longest running
kiosk-related blog honors must go to
Tim Daw),
and in my not-so-humble opinion, the best :) So here's to another
year of exciting industry news and events, some of which will be
covered here!
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