Future TV To Launch In Bars & Restaurants
19 Mar 2008
Future TV, the Indian in-store advertising specialist is to move into the restaurant and bar arena - with a new digital signage network, Future TV Lounge.
Future TV Lounge is all about attracting the advertising dollards of liquor and tobacco products - which are banned by Indian law from all general media, and only available at the point of sale or consumption itself. Future TV by placing digital screens in the bar areas of fashionable restuarants - like Mumbai's Yoko Sizzlers chain, hopes to offer an innovative new media platform for the major international brands.
The content is to be very different from their current in-store and shopping mall TV products, with a greater focus on men and entertainment - building an aspirational programming base around gadgets and holidays.
Future Media has been developing its business at a clip during the last months - alongside Future TV Lounge, the company has also recently signed a tie-up with oil lajor BPCL to build a petrol forecourt TV channel and has acquired the media rights from Inox for theatre chain advertising.
AKA COMMENT
With tobacco advertising around the world almost universally limited to the point of sale and consumption - many drinks companies think it is only a matter of time before the law changes for them too.
Targeted digital media networks in bar environments offer an interesting route for the major brands, and have been tried in most countries around the world. To attract attention in these cluttered and frenetic environments the screens need to be cleverly positioned and the content needs to sparkle. To achieve this we have seen screens integrated into everything from washroom urinals