• by Erik Sass , July 10, 2008

Two leading out-of-home video networks are expanding and upgrading their distribution through new agreements with retailers. Premier Retail Networks extended its partnership with Circuit City, while Ripple announced a new partnership with Einstein Noah Restaurant Group, owner of a national restaurant chain.

Per the terms of PRN's renewed partnership with Circuit City, the retail video network will upgrade Circuit City locations with servers compatible with its new IPTV platform. PRN has already tested the new digital infrastructure at 25 Circuit City stores. The multiyear agreement also extends PRN's role as supplier of in-storm programming, technology and network operations.

This week, Ripple announced a new partnership with a subsidiary of Einstein Noah Restaurant Group, bringing Ripple's digital displays to a selection of Einstein Bros. and Noah's New York Bagels restaurants nationwide. According to Ripple, the addition of these new retail locations gives the California-based network a foothold in the Northeast, bringing its total reach to almost 30 million people a month. They join a number of other "lifestyle" food venues, including Borders, The Coffee Bean & Tea Leaf, Robeks and Tully's Coffee.

The PRN news follows plans by other out-of-home video networks to upgrade their infrastructure for digital distribution. In May, Channel M, for example, 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.

Also in May, Channel One, an in-school educational broadcaster serving 10,000 high schools in the U.S., 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.