Farmacia TV will provide news to clients at the point of purchase. The project will be initially deployed in the Friuli Venezia Giulia region starting in November 2007.
The content will be created and broadcasted by M-Cube, a company engaged in broadcast of multimedia contents, and selected by Federfarma for display via screens present in all participating pharmacies. By using self-managed advertising space, each individual pharmacy can easily decide on which messages to display and which advertising information to convey to its clients.
The initial phase of the Farmacia TV project will encompass 50 pharmacies in the Friuli Venezia Giulia region before the end of 2007, with a total of 200 expected to participate by mid-2008.
Oscar Elizaga, vice president of Scala EMEA, said: We look forward to capitalizing on our successful experiences with similar pharmacy networks in France, Poland, the UK, Romania, and Morocco and many other countries and to collaborating with M-Cube towards the expansion of this project throughout all the pharmacies in Italy.
