From this week, PA will supply three new clips each day, which can be transmitted without PA branding and made available for sponsorship. The service will replace a text-based general news service from the BBC.
ScreenFX joint head of sales Richard Rowley said: "We didn't feel that kind of news was of particular interest to those people going shopping for the day. We are trying to create an outdoor version of OK! or Hello! magazines."
The three 10-second clips are mute, with short text accompanying images. They will run every four minutes, and will be followed soon by pictures of news, weather and sport items with a regional slant, also produced by PA.
The screens will carry 60% advertising and will be available on 300 screens in 20 malls.
Rowley added: "The days of interruption media are over. You have to earn your audience by giving them things that are relevant and interesting to look at."
The service will be available on 300 screens in 20 malls, including three which ScreenFX took on after acquiring rival Pop TV earlier this year.
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