A 'First' For a UK Retailer - ASDA Using Broadcast TV to Reach out to its Stakeholders

A 'First' For a UK Retailer - ASDA Using Broadcast TV to Reach out to its Stakeholders

LONDON, May 5/PRNewswire/ --

ASDA has teamed up with Information TV to broadcast its own
programme, called People, Prices, Planet, to everyone with access to Sky
Digital. The documentary style programme will be broadcast daily from Tuesday
May 6th on Information TV, Sky Digital channel 167 at 21.00hrs Monday to
Saturday and on Sundays at 18.30hrs. ASDA is taking advantage of Information
TV's innovative business model that allows organisations to broadcast their
own programmes on digital television to enhance the effectiveness of their
communications.

With the UK retail sector under continuing scrutiny, ASDA has
taken the initiative by inviting its audience and its critics to watch, learn
from and act upon its message, in the form of a broadcast television
programme, distributed on Information TV.

The programme provides ASDA with an opportunity for direct,
unmediated communications and looks behind the scenes at the company's
operations. It focuses on sustainable sourcing, streamlined distribution and
efforts to reduce waste and packaging.

By adopting Information TV's innovative approach to
broadcasting, ASDA is funding the broadcast of its own self-promotional
programme. Using internal and external communications, it is inviting its
target audiences, including opinion formers and its own employees, to make an
'appointment to view' this and, by scheduling the programme frequently at set
times, the audiences will have ample opportunity to do so.

The company is looking to engage interested viewers and will
encourage them to 'take action' by visiting the newly re-launched company
website and to post their feedback, comments and opinions via email.

Paul Kelly, corporate affairs director at ASDA said: "We believe it's
important to tell people what we're doing to reduce waste, cut packaging and
source our products in a more sustainable way.

"But unlike some of our competitors who choose to spend millions of
pounds advertising their green credentials, our customers prefer us to invest
that money in lowering prices. That's why using this medium to get the
message out is so effective.

"I'm sure some will accuse us of broadcasting propaganda, but if those
same people bother to watch the programme and in the process learn a little
more about how we do business then it will have done its job.

"The programme gives an honest and open insight into how we're
cutting waste, reducing packaging and sourcing products in a way that makes
sustainability more accessible and affordable to shoppers, regardless of
their budget."

Fred Perkins, CEO for Information TV stated 'We are delighted
to be working with ASDA in what is a 'first' for both our companies. Through
this programme ASDA is allowing an invited audience, of interested and
willing viewers to take stock of what the company is doing to address issues
such as sustainability, while continuing to offer good value to its customers
and a fair deal for its suppliers. Television messages have the most impact
and highest recall of all media, so we are excited that ASDA is taking
advantage of what Information TV provides to accomplish this.

The ASDA sponsored programme, People, Prices, Planet will be
broadcast for three weeks on Information TV, Sky Digital channel 167, from
May 6th at 21.00hrs Mon-Sat and at 18.30hrs on Sundays. As a Free-to-Air
channel, Information TV can be accessed by anyone in the 9m UK households
with a Sky Digital subscription or a Sky Freesat service. The programmes will
also be available online, at the same times, as a simulcast video stream at
http://www.information.tv .

The agreement was negotiated by Bill Gash of Partners in Television.

http://www.information.tv

Note to Editors

Information TV is a broadcaster whose innovative licence and
business model allows organisations to use their own branded TV programmes on
Information TV channels to inform, engage and activate interested audiences.
This can take the form of branded programmes or 'mini-channels', broadcast on
Sky Digital channels 167 and 168. Programmes are also simulcast on broadband
as a video stream at http://www.information.tv .

Source: Information TV

For further information contact: Bill Gash on +44(0)7940-178621, bill.gash@partnersin.tv; Fred Perkins on +44(0)20-7131-6693, fred.perkins@information.tv

-------
Profile: intent