Dublin-based Ads in Store, which manages the in-store TV network for the electronics and household appliances retailer, has appointedPH4 as the sales house.
The deal comes in the same week as Dixons axed its in-store radio contract with Immedia Broadcasting and coincides with a wider review of all in-store media arrangements.
Programming will be shown on all the screens on display in the stores and each 15 to 20-minute loop will include four minutes of separate commercial airtime, to be sold by sales house PH4.
The deal is for the 370 Currys stores, but will also include a trial for 200 Dixons stores.
A spokeswoman for Dixons Group said: "We've already been doing in-store television advertising with our existing suppliers for a number of years and we saw an opportunity to broaden the mix of advertisers."
PH4 managing partner Jeff Clarke said he was talking to potential advertisers such as COI, HFC, Channel 4, 118 118, Power- Gen, Camelot and the BBC.
"Currys asked us to go out and generate ad revenue from third party advertisers," Clarke said.
"The point is we don't talk to their suppliers, but promote it to people who might want to do TV advertising with a smaller budget."
Clarke said the content would be initially broadcast via a DVD, but Dixons had indicated it would invest in the computer infrastructure to update remotely if the network proved it could attract third party advertisers.
PH4 also sells in-store TV advertising on behalf of clients such as the Thomson travel chain and recreational centres, X-Leisure.
_1.jpg)
.jpg)
