The centres, located mainly in major English cities and towns including London, Bristol, Preston and Norwich, will all be fitted with a mix of 3m displays and plasma screens by December.
Avanti will provide everything from technology, content, advertising sales and research under a three-year contract valued at £3m.
Jacquelyn White, commercial development manager at The Mall, said: "As part of our integrated Mall Media platform, Mall TV will deliver major benefits to our customers in terms of consumer loyalty and awareness of promotions. In addition, it will offer our retailers an unparalled opportunity to influence customers close to the point of sale."
Avanti runs its own network of screens in bars, as well as providing in-store TV services to high-street chains such as Boots and Toni & Guy. Its contract with Toni & Guy ended last month and it has been succeeded by Cube Music.
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