Display Channel News | Digital View Launches The Display Channel

Digital View Launches The Display Channel

July 23 2001, London, U.K. - Digital View, the leading LCD monitor manufacturer and media company, is today launching The Display Channel, a digital merchandising consultancy which will provide integrated solutions for digital media in the 21st century.

Whilst digital merchandising is an extremely high growth sector within the estimated £50 billion worldwide merchandising market, The Display Channel is the first agency to specialise entirely in servicing the needs of companies who wish to use these latest developments in digital display and internet delivery technology to advertise and promote their products.

The Display Channel offers specifically tailored solutions for companies looking to use cutting-edge screen based media to communicate their brand values either directly to their customers - for example at the point of sale to influence specific purchase decisions - or through targeted niche market advertising, to build brand awareness in a new and original way.

The advertising market is becoming increasingly fragmented and companies are now faced with a wide choice of media channels offering them different routes to their target audiences. A large new section of these channels relates to digital display based media, and there is therefore, the need for a consultancy which has a thorough understanding of the sector, and which can recommend on every aspect of a company's digital media campaign.

The Display Channel exists to assist companies through this multi-disciplinary minefield and to develop exciting and relevant marketing and promotional strategies. It will be the first consultancy to offer the following integral services:

Provide innovative in-house creative content specifically for the medium
Source the ideal display technology for the campaign
Integrate and install the relevant technology on site
Offer remote internet based management allowing company executives to control and manipulate content from their desks
Ensure maximum impact and maximum value through ongoing service and maintenance of the screens.

In-house the Display Channel offers a team of content creation and post-production specialists with a track record for creating innovative programming, which has resulted in significant sales uplift and high awareness levels for a wide range of different companies.

The Display Channel (through Digital View) has already produced point of sale systems which have significantly impacted sales, for companies such as Procter & Gamble, Swatch Group, Reebok and Camel. It has integrated displays into vending machines for companies like British American Tobacco, BT and Evian. It has produced specialised point of sale content for L'Oreal and Unilever and it has installed systems in Marks & Spencers and Sainsbury's stores.

The Display Channel has unique access to Digital View's patented Remote Media technology platform, a revolutionary media delivery system which enables video and other interactive information to be uploaded from a single central location onto a stand alone monitor. Without the need for local PC or DVD technology, the Remote Media platform enables the Display Channel to offer 'smart' displays built on robust solid state memory to screen attention grabbing advertising and run interactive programming remotely, with the minimum equipment, cabling and operating systems to ensure the highest level of reliability in the field.

The Display Channel is also closely linked to all the major suppliers of A/V and display equipment. Through its DV-Interactive subsidiary, the Display Channel has a team of A/V specialists, who can advise on and install all manner of flat panel, plasma, projection and TV systems to ensure that the ideal technology is selected to ensure the maximum impact and reliability in any environment. DV-Interactive offers competitive prices for both long and short term roll outs, and with an in-house installation and maintenance team, it enables brands to pass the worry of ownership into capable hands.

Richard Cobbold, the Managing Director of The Display Channel, comments, "Everybody knows that utilising displays and the moving image engages customers, and we have the figures to prove it! The hard part is ensuring that your company is not just delivered with an expensive flat pack selection of parts, which then need the input of a dozen different internal departments and external agencies to be of any value. I have genuinely seen shops with huge plasma screen video walls covered with wooden 'SALE' boards!

"The Display Channel approach is very simple. What are the images that will impact your brand the most, and where are the locations that will ensure that this impact is maximised?

"Once decided, the Display Channel takes over - it works on the images, the technology, the installation, the communications, the update and the maintenance to ensure that the results exceed the expectations."

Digital View is also the driving force behind the 'viewrinal' and 'viewloos' concepts, developed by specialist washroom display advertising and media company Captive View, and the CTN (newsagents and convenience store) based Brand News Network retail advertising display products. Both of these companies are building out networks of displays for niche advertising and marketing opportunities.

Through the Display Channel, Digital View offers brands access to targeted consumers both through advertising on these 3rd party screen networks, and by enabling brands to build and develop their own brand networks in their own chosen locations.

The Display Channel compliments the groundbreaking work that Digital View is producing in flat screen promotional technology. From its unique vantage point as the creative hub of a company immersed in the digital technological developments, the Display Channel is well positioned to integrate these exciting breakthroughs directly into commercial applications.

Armed with the knowledge that completely different dynamics are needed when producing advertising content for the digital and ambient media sectors, and with a history of successful implementation and installation, the company is ideally positioned to dramatically impact this market.