News

Digital signage content goes bilingual

October 7, 2008

LOS ANGELES — Channel M, a developer of customized in-store TV networks, is rolling out a new in-store network for PLS Check Cashers, one of the nation's oldest and largest check cashing establishments. Advertising and programming on the network, installed across the country at PLS Check Cashers stores, will be offered in both English and Spanish to reflect customer demographics and language preferences. PLS TV is the first network Channel M is programming with bilingual content. Test networks have been rolled out in 50 PLS Check Cashers locations nationwide.

"The launch of our in-store PLS TV network follows an initial beta program that demonstrated very positive results in our test locations," said Dan Wolfberg, president of PLS Check Cashers. "The qualitative results included improvements in the overall customer experience and increases in usage of the PLS products featured on the in-store program. Working closely with Channel M, we developed program features and ads that strategically promote our products and services to our multicultural, bilingual clientele."   PLS TV programming

Sixty percent of the programming on PLS TV is advertising, which is regionalized by store location. Channel M creates all ad spots to promote PLS services, including PLS Xpress Benefits, PLS Payroll Direct, PLS Visa Debit card and free money orders. These ads include graphics and voiceovers in English and Spanish (with captions) and are set to upbeat music. In order to keep the content entertaining, Channel M recommended humorous videos and sports highlights clips that would appeal to PLS TV's predominantly male audience, with minimal language voiceover needed.

"As one of the first institutions in the financial services industry to offer an in-store bilingual TV network, PLS continues to differentiate itself from other retailers by building a positive relationship with its customers," said Eric Hebel, chief operating officer, Channel M. "PLS' customer-centric approach is apparent from their clear understanding of consumer demographics and their demonstrated commitment to ensuring an engaging, informative and fun in-store experience with the PLS TV in-store network. The new network has proven to be both successful in achieving PLS' goals, as well as a benefit to customers in the initial test markets."