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Translucis, the plasma screen operator, has christened its screens

with the brand name Magnetic.

Diageo-backed Translucis launched a year ago and now has screens in more

than 280 bars and clubs.

Translucis chief executive Andrew Hart said a brand name was needed

because of the interest the medium has received from consumers.

Translucis conducted research among its target youth market audience and

media planners before deciding on the name.

Hart added: "Magnetic reaches more than one million people a week who

value the experience of watching our programming.

"Research tells us our screens are a real talking point among 18- to

24-year-olds in bars and clubs and we wanted to give them a name to talk

about."