Sainsbury's Convenience TV Rolls Out Scala InfoChannel

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Scala, Inc., the world's leading provider of end-to-end digital signage software, today announced that Scala Certified Partner Firebrand Media has deployed a digital signage network for their In-store TV Channel at Sainsbury's Convenience.

Scala, Inc., the world's leading provider of end-to-end digital signage software, today announced that Firebrand Media has deployed a digital signage network for their In-store TV Channel at Sainsbury's Convenience.

Sainsbury's, a leading UK food retailer, aims to deliver an ever improving quality shopping experience for its customers with great products at fair prices. Firebrand Media, a Scala Certified Partner, owns and operates the180-store Sainsbury's network. Many large companies advertise on Sainsbury's in-store channel including Coca Cola, Camelot, Nestle and Masterfoods.

Firebrand Media attributes the effectiveness of this in-store TV channel to (a) location of screens only at the checkout counter where customers are waiting in line, (b) audio from the channel, which can be heard throughout the store, so even customers shopping are engaged, and (c) the fact that majority of the content (60%) is comprised of music, news, weather, or other editorial content that will attract the attention of shoppers.

"We are very excited about the progress and success Firebrand is experiencing with the Sainsbury's Convenience TV project," says Darren Turrell, Scala Director, UK & Ireland. "We are certainly very pleased that Firebrand chose Scala InfoChannel® for its network due to it being a dynamic and flexible software solution that allows advertisers to customize their content based on the location of the store, the time of day, or any other criteria," comments Turrell.

More and more advertisers on Sainsbury's In-store TV Channel are utilizing the channel including a newspaper that advertises that day's news and a film distribution company that displays ads for movies and show times available at the local theater.

"The fundamental purpose of this network is to make available a proven source of growth for brands that wish to boost convenience channel sales. Advertising is priced in such a way as to allow virtually any stocked brand to achieve a positive ROI, and we're now strengthening the offer by adding more scale to meet advertiser demand," says Dipo Oyewole, Firebrand Media's Managing Director.

About Firebrand Media
Firebrand Media owns and operates an in-store TV network for convenience stores, bringing the power and effectiveness of television advertising to the point of sale environment in the most effective and measurable way. Network content is a mix of entertainment, product advertising, in-store promotions, local weather, news and information. It provides a focus for shoppers as they make their buying decisions and delivers sales uplifts benefiting retailers and advertisers. More information is available at http://www.firebranmedia.tv.

About Scala
Scala, Inc., the world's largest provider of software for digital signage used in retail, education, entertainment, government and other industries, is celebrating its 20th anniversary in 2007. Over the years, Scala has evolved to become the global leader in digital signage software. The Company's cutting-edge multimedia software platform powers thousands of digital signs around the world including the digital signage networks of Rabobank, IKEA, Bloomberg, Burger King, T-Mobile, Virgin MegaStore, EuroDisney, Kiwi, McDonalds, Warner Brothers, Shell, Santiago Airport, Ericsson, The Life Channel and many more. Since Scala InfoChannel has field proven scalability, and is easy to manage, it is the platform of choice for many digital display networks ranging in size from one screen to thousands of screens with uses including advertising displays, touch screens, retail TV, LED billboards, lobby signage, digital menu boards, interactive kiosks, and more. Scala, Inc. pioneered the industry of digital signage in 1987, and is today headquartered near Philadelphia, PA with offices in California, the UK, France, Norway, The Netherlands, China and Japan. More information is available at http://www.scala.com.

Scala, InfoChannel, and the Exclamation Point Logo are registered trademarks of Scala, Inc. All other trademarks are the property of their respective organizations.

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Monique Severins
Scala, Inc.
+31 (45) 546 66 90
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Dipo Oyewole
Firebrand Media
+44 (0) 20 7749 9555
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