Borders rolls out in-store TV network

Programming complements consumer purchases

By Susanne Ault -- Video Business, 11/13/2007

NOV. 13 | Borders is launching an in-store TV network nationwide to give customers entertainment that enhances their book, DVD and CD purchases.

Much of the programming for ‘Borders TV’ will come from live performances from authors, filmmakers and musicians that were previously limited to select stores and on the retailer’s Web site.

Borders plans to install the network, with its technology partner Ripple, to stores in 15 of the top U.S. markets, including New York, Chicago, Los Angeles, Dallas, San Francisco, Houston, Phoenix and Washington D.C.

At this point, Borders TV is being built into 60 outlets and will expand to 250 stores by February.

Programming includes “Borders Live at 01” and “Borders Presents,” two ongoing events at the retailer. The shows have previously been headlined by director Wes Anderson, former President Bill Clinton and singer Joss Stone, among others. Also, “Borders Book Club” features group conversations with such authors as The Kite Runner’s Khaled Hosseini and “Borders Kitchen” stars such popular chefs as Nigella Lawson and Lidia Bastianich.

Borders will customize content to the consumer tastes of its stores. Additionally, the chain will incorporate local news and weather information, as well as national feeds from Reuters, Yahoo and E! Entertainment. Noteworthy DVD and CD releases also will be mentioned.

“Working with Ripple is another way that Borders will differentiate our stores and help fulfill our cross-channel strategy, which marries the best of the Web with the great experience of shopping in our stores,” said Michael Tam, Borders senior VP and chief marketing officer. “The high quality programming Borders produces is first rate. We absolutely had to find a way to bring this fine programming to customers in our stores to enrich the total shopping experience.”

Ripple founder Alex Nocifera added, “We think there is a significant upside for a leading book retailer like Borders to leverage our network to enhance their shopping experience. Through this agreement, we not only have the opportunity to expand our network nationally, but it also allows us to achieve our goal of informing, entertaining and connecting people to their communities with relevant, localized content.”