Borders Adds In-Store Televisions

In an attempt to change the perception of their brand to be about more than just books, Borders (NYSE: BGP) is partnering with Ripple to bring Borders TV to their stores.  The Borders and Ripple agreement will add two 37-inch flat screen televisions to Borders stores to broadcast original programming, advertisements, news and weather. 

Borders CEO George L. Jones says the TVs are. “not designed to be intrusive.  You browse, buy a latte, read a magazine. It’s entertaining.” He claims the televisions are, “another way that we can bring knowledge and entertainment,” According to an article on the New York Times website, George Lucas says the TVs are, “part of a master plan to create content that will do several things for us,” such as directing traffic to the Borders website and providing opportunities for cross-promotional campaigns with big media companies. 

Apparently, advertisers are lining up to take advantage of book store browsers through Borders’ in-store televisions.  What do you think?  Like it or hate it?

I’m on the negative side for this initiative.  As a book store consumer, I’m looking for products to read.  If I wanted to watch TV, I’d be at home or at a very different store.  Interestingly, George Lucas says that Borders customers are “highly educated, more affluent” people who are prime targets for many advertisers.  Sounds like Borders is looking for a way to make an easy buck regardless of how it affects their in-store experience and ultimately, consumers’ perceptions of the company.  I understand wanting to expand the brand beyond books, but in-store televisions doesn’t seem to be the right long-term answer.