DO Networks Expand With New Affiliates, Sales Hires

Health Club Media Network

Several big digital out-of-home video networks recently announced expansions of their content distribution and ad sales forces. The news from the Health Club Media Network, Premier Retail Networks and National CineMedia suggest that 2010 will be a big growth year for DO, an emerging medium which has weathered the economic downturn better than most.

Health Club Media Network announced that it is adding 158 new affiliated venues through a long-term partnership with Town Sports International Holdings. The addition of Town Sports health clubs brings HCMN's total network to almost 4,000 fitness venues, including 450 clubs in New York alone.

In conjunction with this new partnership, HCMN also said it will accelerate the expansion of its digital network in New York, Philadelphia, Boston and Washington, D.C., with plans to have 600 clubs receiving digital video content by the end of the second quarter, increasing to 1,000 by the end of 2010.

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On the retail front, Premier Retail Networks said it struck a deal to continue providing digital video content via its Checkout TV Network to 34 supermarkets recently acquired by Associated Foods in Utah. The stores, previously Albertsons, are being rebranded as Fresh Market venues, but will continue to carry Checkout TV.

Separately, PRN also announced that it is expanding its sales staff, in part, to service increased volume resulting from new strategic alliances. PRN is now handling various ad sales responsibilities for TargetCast Networks and IndoorDirect (which operates a digital video network reaching 1,077 quick-service and family dining restaurants).

Also this week, National CineMedia said it is expanding its interactive sales staff. The growing interactive ad sales team is focused on NCM's consumer Web site, which has been revamped over the last two years to make it a multimedia destination for moviegoers, combining previews, show listings, ticket sales, and advertising in a central online hub.

NCM said the Web site will offer advertisers new channels to reach moviegoers, which can operate in coordination with NCM's pre-show in-theater advertising, as well as concession stand promotions and place-based assets in movie theater lobbies.

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