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17 December 2001
The following is a press release from Blockbuster covering Digital Marmalade's initial months of production for their in-store television channel.
Tim Fairs, Blockbuster Communications Manager, comments: "We are delighted with Digital Marmalade and Comview's approach. The new channel and visual equipment will transform the in-store experience for Blockbuster customers, adding an extra touch of magic to every visit and encouraging people to visit the store again!"
New in-store programming adds a touch of magic
Tasked with creating fresh broadcast content for Blockbuster, Digital Marmalade has completely re-vamped the retailer's in-store programming. Mike Toolen from Piccadilly Radio has already been hired as the first ever presenter of the in-store channel and will provide introductions and links for the programming.
In addition to the introduction of a presenter, programming will be enhanced by the use of state-of-the-art 3D animation, including special effects and the introduction of digitally created characters.
Advanced technology transforms in-store experience
The Digital Marketing Partnership/Comview will equip seven Blockbuster stores with 42" plasma screens, 15" LCD screens and new speaker systems to add a magical touch to the channel. By arranging these monitors into giant video walls with surround-sound, the in-store experience will become an event in itself.
Comview will also be trialing 'day-part marketing', a pioneering technology that identifies what type of customer is likely to be in-store at any given time and plays appropriate broadcast material to suit their profile. For example, when stores record high levels of video returns, a computerised 'media box' will automatically condense the channel content to suit the customers limited time in the store.
Marcus Brennand, Managing Director for Digital Marmalade comments: "Working with Blockbuster has provided us with a great opportunity to combine many of our specialist skills including 3D-animation, live-action filming and orchestrating original in-store audio so as to revolutionise the Blockbuster in-store channel".
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Author: Blockbuster
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