Avanti brings Sky to shoppers

by Deven Pamben, Media Week 17-Jun-08, 14:55

LONDON - Avanti Screenmedia, the UK's leading operator of digital screen networks, has struck a deal with Sky to show news content across all of its 35 shopping centres.

The contract comes as Avanti launches its new shopping channel called "Ava" that will be shown at 23 of the centres.

The Sky News feed, launching next week, will play the latest news, weather, entertainment and sport across its shopping network. Content will be specifically chosen to meet the interests of the types of visitor at each location, aiming to appeal to both national and local advertisers.

Ava, Avanti's new channel, will also go live next week and build its contact with shoppers, relaying key events, the latest news, weather and information on facilities around shopping centres.

Avanti has 700 screens across its shopping centre network and the new digital channel takes its name from the use of a female animated character that appears at intervals on a loop to create a point of engagement with the shopper. The idea aims to add value by bringing shopping centres to life.

Through its network, Avanti reaches an annual audience of nearly one billion shoppers.