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TV Comes to the Gas Pump

By Mark Huffman
ConsumerAffairs.com

June 6, 2006
If you think there's no escaping TV advertising, just wait. Murphy Oil USA has agreed to display digital media programming though 20-inch high-definition LCD screens embedded within gas station pumps at its nationwide network of gas stations.

Gas Station TV, an IP-based digital television network, said it will feature ABC TV programming and original content including local news, sports, weather and traffic.

GSTV has launched in Dallas and said it will soon arrive in Atlanta and Houston.

Those of a trusting nature might think service stations want to reward consumers for being such good sports about the sky-high cost of gas. But, sadly, the companies proudly proclaim their goal is to "enhance ... the revenue stream" for service stations.

"Our successful pilot in Dallas has proven GSTV to be a viable tool for enhancing the customer experience at, and revenue stream for participating gas retailers," said David Leider, CEO of GSTV. "The sheer size and scope of Murphy USA has uniquely positioned GSTV with the real estate to quickly share this tool nationally."

GSTV will be at 100 Murphy USA locations by September 2006, with 400 stations in the top 10 U.S. markets by January 1, 2007. GSTV and Murphy USA will work together in developing marketing and promotional programs designed to entice consumers to spend more money per visit, the companies said in a news release.

"GSTV provides a unique outlet to deliver entertainment and information to our customers," said Bill Deichler, manager, special services, Murphy USA.

"Consumers that have experienced GSTV enjoy being entertained and provided with news, traffic and weather updates during an otherwise uneventful four minutes."

Or, to put a kinder spin on it, consumers warned against talking on their cell phones while topping off their tanks will now have something else to do.

Murphy USA operates more than 900 retail gasoline stations across 21 states in the U.S. Almost all are located in Wal-Mart parking lots.

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