Tag Media Network (TAG), an in-store television network, has announced a three year marketing tie up with Future TV to form a pan Indian in-store television presence. The two networks, which will continue to be separately owned, will cover 556 stores across Big Bazaar, Spencer's, More, Pantaloon, Central and Home Store locations across the country.
The companies were discussing the possibility of the association for quite some time. While TAG has 800 screens in stores such as Spencer's and More, Future TV boasts of a network of 1,400 screens across Big Bazaar, Pantaloon, Central, Home Stores and Future malls. Together, the networks can reach approximately 50 million people every month. For the convenience of the clients, a combined rate card will be offered.
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Though the duration of the tie up is three years, there is a possibility of a renewal by the end of the stipulated time period.
Sandip Tarkas, president, customer strategy, Future Group, says, "Our intention is to have a dominant position in every vertical that we are present in - be it in retail or in media. Digital TV in retail stores is an area that we want to dominate. This is the medium that is best suited for last inch conversion for brands - the distance between a brand's spend and the consumer's spend is minimum here.
"Adding TAG's expertise in the in-store television segment will benefit the Future Group and our customers as a whole. Together, we have an almost total run of the retail television market."
In-store television is a rapidly growing field across the globe, fuelled by the growth in modern trade and the fragmentation of the media market. Studies in India have shown that 73 per cent of consumers are receptive to advertising messages in-store, and that modern trade shoppers are predominantly upscale, belonging to SEC A and B.
Nikhil Sheth, national sales director, Future Media, says, "This tie up provides advertisers a great opportunity to reach out to a large number of consumers at the point of purchase across the country. This will result in great ROI (return on investment) for advertisers. Now, clients can look at this medium ever more seriously and allocate a fair share of their budgets towards the same."