| BPCL, Future Media launch TV at petrol pumps |
| BS Reporter / Mumbai February 5, 2008 |
| Oil major Bharat Petroleum Corporation (BPCL) and Future Media, the media arm of the Future Group, have formed an alliance under which a network of television (TV) screens positioned at petrol stations across Delhi would be used to communicate with consumers. The initial launch in select outlets in Delhi was done at the BPCL Defence Colony Retail Outlet. Going forward the roll-out will happen in a phased manner across BPCL's 7500 outlets across the country. Sanjay Krishnamurti, executive director, BPCL, said: "It has always been our endeavour at BPCL to introduce innovations that attract customers and make the buying experience at petrol stations more enjoyable. The high level of IT capability in the organisation is being utilised to drive various new business initiatives as in this case. The added attraction of the screens will increase footfalls both at the forecourt of the retail outlets and in the IN&OUT stores. The medium would be also leveraged to communicate information to the public on oil conservation, safe driving habits and other public service messages." Future Media will manage both content and advertising for the network for the alliance period. BPCL has an integrated data centre at NOIDA which it proposes to use as the network operating centre for the television network. "Since the inception of Future Media, we have garnered expertise in providing media solutions to brands in the "ambience of consumption". We believe in building consumer-brand engagement. Future TV FUEL, a Future Media vertical, is designed to reach out to captive audiences at fuel consumption spaces and will air specially-created crisp content as well as advertisements, giving advertisers engaged audiences, |
