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USA Today this morning reports on the efficacy of Wal-Mart TV, the in-store television network that has “more than 125,000 screens in about 3,100 of Wal-Mart's 4,022 U.S. stores and a potential audience of more than 127 million shoppers per week.”

The network, according to the paper, “is about to get even more sophisticated with a systemwide upgrade from satellite broadcast TV to an Internet-based system. The change will give advertisers, who now can deliver messages to different store departments, the ability to target individual screens.”

The goal is to create an advertising medium that will be even more effective to the some 140 marketers that pay to advertise on Wal-Mart TV.
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