Asda suspends in-store TV network following trial

Asda has pulled the plug on its fledgling in-store TV channel, Asda Live.

The supermarket launched Asda Live in 2004, shortly after Tesco
announced the launch of Tesco TV in 100 stores.

Screens were trialled in Asda's Wembley and York stores ahead of a
planned roll-out, and brands including Procter & Gamble and Nestle

signed up to advertise. However, the screens have now been removed from

the trial stores and the project put on ice.

One source close to the supermarket described the scheme as being in a
'state of suspended animation', adding that while the network had proved
successful in terms of sales for advertised products, Asda has other
priorities.

It is believed Tesco's failure to implement its original plans for a TV
network in 300 of its biggest stores had some bearing on Asda's
decision. However, screens remain in the 100 Tesco stores where they had
already been installed. Sainsbury's ditched its Fresh TV project earlier
this year.

Asda would not comment on whether it would look to relaunch its in-store
TV network.