HMV in nationwide roll out of in-store media channel

HMV is rolling out an in-store media channel across its 220-store network as it seeks to boost its brand as an entertainment specialist.

Channel HMV, which launches next week, will initially broadcast pre-recorded audio content but the retailer intends to add visual work via flat-panel screens next year.

In-store radio is available at several of HMV’s London stores, but this is the first time audio programming has been extended across the chain nationwide. It will be open to advertising from suppliers such as record labels, and DVD and games publishers.

An HMV spokesman says other "premium quality brands" may be offered the chance to advertise on the platform in the future.

Bespoke content provider USP will produce the channel, with content updated daily throughout the week. Technology is being handled by Oysterware. A playlist of new releases and classic tracks will be provided by HMV’s product team, backed by podcasts, reviews, interviews with artists such as Paolo Nutini (pictured) and recordings of live performances.

Graham Sim, marketing director HMV UK & Ireland, says: "This will deliver a number of important benefits for the brand and consumers. Most crucially, it will inform and entertain our customers, underlining our product knowledge.

"For potential advertisers, this will be an immensely powerful platform to promote new artists, releases and products, while also stimulating interest in classic albums and films from our back catalogue."