A spokesman for the group said: "We have decided not to continue with it at this time, but it is something we might decide to continue with at a later date."
Fresh was broadcast in Sainsbury's supermarkets in Ipswich, London and Nine Elms. The technology was provided by Sony and Redwood produced the content. Sales to advertisers were handled in-house. The nine-month trial finishes at the end of this month.
The format was complex - with 15 separate channels playing in different areas of the store, so that messages could be tailored and played in aisles with relevant products.
A separate pilot at Sainsbury's convenience stores - running in 140 outlets - is still on course. However, the sales contract has already changed hands. It switched from Digital Media Sales to Abc Media last month.
Once identified as a serious threat to advertising revenue for the major commercial TV channels, in-store TV has struggled to deliver the hoped-for sales.
Asda Live has been in pilot limbo since 2004, playing in only two stores. Woolworths has repeatedly delayed the roll-out of its pilot. The flagship in-store network, Tesco TV, whose sales are handled by outdoor giant JCDecaux, is still running but has not met early expectations.
_1.jpg)
.jpg)
