Future TV has acquired exclusive rights to install and operate its network at the Radhakrishna Group’s Foodland Fresh chain of food and grocery stores. This arrangement will ensure exclusivity to Future TV screens in Foodland Fresh outlets across Mumbai, and its extended suburbs, Navi Mumbai and Thane, strengthening the network’s reach.
The Future TV screens will be a mix of multiple sized LCD screens that will be placed at strategic locations within Foodland Fresh stores and will air content relevant to its consumers and contextual to the food and grocery format and its ambience.
Speaking on the tie-up, Ajay Bose, Director - Business Development, Future Media, said, “Future TV is dedicated to aggregating consumers across various spaces of consumption within and outside the Future Group. Foodland Fresh is a successful food and grocery format with a wide spread across various neighborhoods in the city, which will help make Future TV’s reach more forceful and will give advertisers a more varied consuming audience.”
Ivan Rodrigues, Vice-President - Formats and Marketing, Foodland Fresh, said, “Future TV is a renowned consumer brand in the retail space, having access to a large bouquet of brands which will prove beneficial for us too. We are happy with the association with Future Media and hope to have a mutually beneficial relationship going forward.”
This arrangement with Foodland Fresh is part of Future TV’s strategy to expand its presence beyond the Future Group stores. Earlier this year, the network had announced its foray into non-Future Group stores with the acquisition of media rights of R-Mall and Oberoi Mall in Mumbai and the My Dollar Store chain.
Bose added, “We work on different business models right from rentals to minimum guarantees to revenue share, though we cannot discuss on a case-to-case basis. Our experience says the shorter the duration of the spot, the better it is. Anything between 10 seconds and 30 seconds is what works best, owing to the nature of the ambience the media is present in. We have put up around 130 screens across Foodland Fresh outlets reaching thousands of consumers on a weekly basis.”