Asda is opting for targeted touch-screen TVs rather than a general in-store TV network as it looks to improve results from previous media trials.

It follows the announcement last month by Mark Fitzgerald, head of Asda's media centre, that it was putting the breaks on its trial of Asda Live - a more general TV package (The Grocer, April 1, p6).

The touch screens have already been tested in garden products and garden furniture, but they are to be rolled out to further categories this year.

The strategy mirrors that of Sainsbury, which has ditched its general in-store trial, Fresh TV, in favour of plasma and shelf-edge touch screens in its entertainment department only.