Do we really need another TV channel in an already overly fragmented media landscape? Well, perhaps we do.
Ad industry moguls are promising an upturn this year and this digital point-of-sale medium will have a different impact on consumers from traditional TV.
On average there is a 13-hour time lapse between a consumer watching an ad and visiting a supermarket, so an ad screened while a consumer is actually making purchasing decisions can only be good news for advertisers.
If the retail giant meets its aim of installation in 300 stores by the end of the year, Tesco TV will quickly find its way onto media planning schedules. As long as the promised advice, news and advertorials add something to the shopper experience, the channel is sure to be a success.
Consumers welcome information, especially when product choice is overwhelming.
Tesco TV is likely to prove a valuable means of building loyalty and will sit well alongside the supermarket's loyalty card and customer mag.
The marketing battle is about cutting through the clutter and achieving standout. Tesco TV will offer brands the perfect medium to do this. And only the strongest brands will survive if competitors are being advertised in the aisle while they are not. How can they afford to miss this opportunity?