Tesco tried to keep a lid on it but when we broke the news late on Friday that Tesco Screens (aka Tesco TV) would be no more (a digital network) there was genuine shock in the industry. It was breaking news to almost all the other networks, a couple of media buyers and most of the software industry.
Hughes were given the order to get out this week and by mid-March the first stores will start to be de-rigged – everything is coming out!
Whilst there was some support for the network at board level we think the network never stood a chance when Dunnhumby’s super computers (and super people) started doing the number crunching. We wiill undoubtedly be returning to the ROI and sales uplift story over the next few days.
Interestingly, especially considering that there are a number of ‘Green’ studies on the go at the moment (and have yet to report out), Tescos’ energy saving push (a big project internally to save as much power and be as ecologically friendly as possible) may have had something to do with the decision or at least tipped the balance of any decision – we know for sure that the power consumption of all the screens was looked at in detail though we are not (yet) privy to the research and the figures.
Initially it seems Tesco were excited about effectively starting again AND a brand new deployment however cannot be completely ruled out. Sources close to the company tell us that Tesco may be looking to build a new network later in the year – although it is for certain that the network will not be aisle related and will not hang TV screens 8 feet up in the air!
In the meantime we wait for the mainstream press to pick up on this story, which they undoubtedly will (it is Tesco after all) and see what spin they put on it.
What with some of the shenanigans at Walmart (and PRN) the industry needs to get its story straight, put a brave face on all of this and get its message out there (something we are helping a few others do at this very moment in time – it’s going to be a busy weekend).