Lighting Up The Food Court

Clear Channel Outdoor Holdings and Digital Advertising Network’s DAN Media division have formed a joint venture that will bring large-format, full-motion video screens featuring news, sports, financial information and entertainment from Yahoo! and the Yahoo! Buzz Index to shopping malls.

Oh yes, there will be advertising, too. Shoppers and food court mall rats in Los Angeles and New York City became the first to get a glimpse of the video venture, which debuted November 25th – popularly known as “Black Friday” to post-Thanksgiving shoppers – under the moniker Clear Channel Digital Mall Network.

The new company is expected to roll out the service in 200 malls in the top 20 markets over the next two and a half years.

The screens, suspended from ceilings, will be remotely programmed to provide content including 30-second advertisements in 15-minute intervals and loop it, according to the San Antonio Business Journal.

“Through our joint venture with DAN Media, we’re adding to our portfolio by offering a state-of-the-art advertising platform that is not only effective for advertisers, but also entertaining for mall guests,” said Donna Baker, president of Clear Channel Digital Mall Network.