The action is the culmination of a backlash at store level from employees about the repetitive nature of the content and the volume of ads shown on the TV screens. Sources close to the retailer claim that frustrated staff have in some instances interfered with the screens to limit their volume.
One client-side brand merchandising manager said that a key original benefit of Tesco TV was that the on-screen content was controlled centrally and, unlike traditional point-of-sale material, was guaranteed to be shown. He added that sales could be affected if it was being interfered with at a local level.
A Tesco spokesman denied that the screens had been altered.
At its launch in 2004, Tesco TV was seen as the vanguard of point-of-sale advertising and was due to be rolled out to 300 of its biggest stores. However this figure stalled at the 100- store mark.
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