Tesco TV was piloted in three stores, where in-store screens aired adverts, special offers and a rolling news service from ITN.
The retailer plans to roll the screens out to four more sites after altering the content and positioning of the screens on the back of research during the pilot. In the new year, Tesco will decide whether to roll Tesco TV out across its network.
Media manager at Tesco Bill Pennell said: "We now know that consumers are up for in-store TV, but we must be mindful of that ten per cent of shoppers who weren't so keen so that we can make improvements.
"There would be no value in putting it into 300 stores if the offer wasn't spot on."
Pennell added that changes made as a result of the trial included moving screens away from the foyer, cutting out sound from the grocery section and switching its news service from ITN to Sky.
He also said he was encouraging brands to cut the length of their adverts to ten seconds, with Kellogg's and Ribena set to start that trend.
He denied speculation that there is a rift between brands and Tesco over the in-store strategy.
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