View24*7 develops new channel for supermarkets
India's View24*7 is taking its first steps into supermarkets with the deployment of screens at Mumbai-based cooperative retail chain Sahakari Bhandar.
And it is aiming to grow its presence across the supermarket sector this year with its new In-Store channel.
President Nayan Bheda told SCREENS.tv that View24*7 has already introduced on-shelf advertising in one of the Reliance-managed Sahakari Bhandar stores.
"These screens focus on the brands and products available in the store," said Bheda. "We are [also] developing a solution for installing screens in shopping carts which will carry advertising and at the same time will help customers with self-check-out."
Sahakari Bhandar has 17 stores, and View24*7 expects installation of screens across all of them by June this year. With the stores ranging from 7000 to 20,000 square feet, the number of screens in each will vary, but View24*7 says the average will be 15 15-inch units and one larger screen.
Under the basic plan, advertisers are being charged $375 per store per month.
Leisure channel
View24*7, which brands its out-of-home TV as Sellivision, operates two channels under that banner -- the new In-Store channel, and a Leisure channel which has around 250 screens in 125 restaurant/bars in and around Mumbai.
The company is planning to add 800 further Leisure Channel screens and reach about five cities by the end of this year. Altogether, it is targeting 15,000 screens and a presence in all India's major cities within the next five years, according to Bheda, with breakeven on its $750,000 investment coming in three years.
View24*7, which started its operations in Mumbai in February 2007, is a venture of Intellvisions Software, a company that deals in customer-facing technologies and interactive terminals.
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