• by Erik Sass  @eriksass1, June 7, 2006

Duane Reade, the largest drug store chain in the New York metropolitan area, Tuesday unveiled plans for a new in-store TV network. The channel, dubbed "PerfectMediaT," will be a satellite-delivered network operated by Instore Broadcasting Network.

The rollout will begin in Duane Reade's largest stores including locations in Times Square, and on 52nd Street, Park Avenue, 34th Street and Fifth Avenue, with others to follow.

The network will showcase Duane Reade merchandise including new products and discounts. The network's format will utilize a method patented by IBN that drives store sales through indoor video placement, including precise calibration of "in-store audio and in-store video."

The contract represents a coup for IBN over rival Premiere Retail Networks (PRN) in their struggle for shelf space in the burgeoning "shopper media" marketplace. PRN currently leads the in-store video business with installations in about 2,850 Wal-Mart stores and other "big box" retailers.