Dollar General builds in-store digital signage network

In-Store Marketing Institute: Dollar General is adding an in-store TV network to its increasingly brand-embracing growth strategy. In March, the chain began a limited rollout of Dollar General TV, or DGTV, to 500 stores in 13 markets. Installed and managed by SmartPic Advertising, Sarasota, Fla., the network broadcasts five-minute loops of vendor- and retailer-supplied content on 37-inch Panasonic plasma screens. DGTV will roll out to 2,100 stores during the spring and summer and reach 4,200 locations by September, according to SmartPic. Dollar General predicts chain-wide installation by January 2009.

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