Spar wholesaler AF Blakemore has signed a £9.4m five-year deal with Avanti Screenmedia to roll out in-store TV to hundreds of stores, following a successful trial earlier in the year.
Spar TV will be available in 206 of Tates' Spar stores, between London and the Midlands, including a dozen sites in the West End.
Information on products and latest promotions will be displayed via plasma and LCD screens on three different category channels at and close to the point of sale.
Geoff Hallem, MD of Tates, said: "We are convinced that 'screenmedia' is a powerful marketing tool for increasing sales. We our excited about the future of Spar TV and its ability to impact positively on our sales."
David Williams, chief executive of Avanti, added: "This contract represents a critical step change in the maturity of the screenmedia sector."