Tag Media Network (TAG), an in-store television network, has announced a three-year marketing tie up with Future TV to form a pan Indian in-store television presence.
The two networks, which will continue to be separately owned, will cover 556 stores across Big Bazaar, Spencer's, More, Pantaloon, Central and Home Store locations across the country.
The companies have been discussing the possibility of the association for quite some time. While TAG has 800 screens in stores such as Spencer's and More, Future TV boasts of a network of 1,400 screens across Big Bazaar, Pantaloon, Central, Home Stores and Future malls. Together, the networks can reach approximately 50 million people every month.
For the convenience of clients, the two companies plan ro offer a combined rate card.
Dan Ginsburg, chief executive officer, TAG, said in an official communiqué, "We are pleased to share a strong association with India's dominant modern trade organisation, the Future Group. Through this association, TAG will be responsible for marketing the combined network, and will provide input on operations, programming and quality control.
"Our expertise and a seamless, cost-effective and dominant network in the industry will prove beneficial not only to all the advertisers but also to the Future Group and TAG."
Though the duration of the tie up is three years, there is a possibility of a renewal by the end of the stipulated time period.
Sandip Tarkas, president, customer strategy, Future Group, says, "Our intention is to have a dominant position in every vertical that we are present in – be it in retail or in media.
"Digital TV in retail stores is an area that we want to dominate. This is the medium that is best suited for last inch conversion for brands – the distance between a brand's spend and the consumer's spend is minimum here.