Cigale TV, the first digital signage network in France dedicated to promoting and supporting local and traditional expertise, is now deployed in 150 bakeries in Paris. Each site is fitted with one or two screens (32” or 42”).

The company plans to cover a total of 500 sites in the capital by the end of 2011 and so to reach one million people per day.

Cigale TV’s content is shown on a 7 minute loop, divided into 30% messages related to the bakery’s activities, 40% news and entertainment and 30% advertising – national, local and ultra-local. Half of the programmes are geo-localised as a measure to underline the local nature of the channel. Each bakery has its unique content since Cigale TV sends its own team to film the craftsmen in their own environment. These clips, which promote the bakers’ skills, are shown throughout the year on the screens in the shop.

Cigale TV then uses the same content, but in a longer format, on its own Internet TV (100,000 unique visitors per month). Some of the content and the advertising is also shared with a magazine published by Cigale, which is distributed in 600 bakeries in Paris. The company is now studying methods to make interactive links between the screens and smart-phones.