• by Erik Sass , May 22, 2008

Channel M, which operates a place-based video network serving a variety of retail locations, has signed a deal with Park Media to upgrade its infrastructure for digital distribution of video content. The creation of a digital backbone will give advertisers more flexibility and precision in their campaigns.

For example, it will allow them to target specific locations and dayparts, or test and adjust the creative content of the campaign. The first part of Channel M's network to receive the upgrade will be My Gym TV, with 170 locations getting the new system by this summer.

The deal with Park Media comes shortly after Channel M announced the completion of a new round of funding from Intel Capital, with the intention of upgrading to digital distribution. The company also recently appointed Peter Lee as its chief technology and strategy officer.

Channel M is not the only place-based network going digital. Earlier this month, Channel One, an in-school educational broadcaster serving 10,000 high schools around the country, completed its transition to digital content distribution, replacing its analog infrastructure with digital receivers. Channel One was purchased in April 2007 by Alloy Media + Marketing, which said it would invest $12 million in the digital upgrade.