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Asda is launching Asda Live, its first in-store TV trial, in two test stores on 6 September.
The launch will involve working in partnership with Procter & Gamble, Nestle, Unilever, Coca-Cola and other brand-owners that have yet to be confirmed.
The manufacturers will receive advance viewing of customer research on the effectiveness of the network and preferential advertising rates if it rolls out.
The network has been installed in Asda's Wembley and York stores, and its effect will be researched by RMS and POPAI. The supermarket group says one of the aims of the research is to make the results transparent.
The York store will have eight …