Television at Supermarket Checkout Counter Debuts

The Checkout Channel, an alternative to peeking at the tabloids while standing in line at the grocery store, made its debut Tuesday with a version of Cable News Network tailored for shoppers.

The venture is the latest of CNN’s unconventional outlets, and more may be on the way. In addition to televisions in households, CNN can be seen in airports, jets, schools and movie theaters.

At an A&P; store in Atlanta, one of 14 areas where the Checkout Channel is being launched the next few days, customers said it was a pleasant diversion.

“I thought it was fine, something to do while waiting in line,” said Steve Lesley.

“I think it’s a great distraction for him,” said Sherrill Mobley, pointing to her 23-month-old son.

But cashier Anne McIntyre said she could use a break after working beneath the TV monitor for two hours. “It’s driving me crazy,” she said. “The same commercials over and over.”

The Checkout Channel features rapid-fire news summaries and brief features transmitted via satellite to televisions mounted atop supermarket checkouts.

It is being launched in 150 stores in San Francisco; Akron, Ohio; Atlanta; Cleveland; Detroit; Greensboro, N.C.; Greenville, S.C.; Louisville, Ky.; New York City; Upstate New York; Philadelphia; Phoenix; Providence, R.I.; and Salt Lake City.

Participating stores include A&P;, Kroger, Finast and Acme.

For Atlanta-based Turner Broadcasting System Inc., CNN’s parent, the new channel provides yet another showcase for its 24-hour news network.

“Viewing time at home is being reduced, and we have to go after the target,” said Scott Weiss, executive vice president of Turner Private Networks, the subsidiary that is producing the Checkout Channel.

“I think we are reacting to what we believe is an insatiable appetite in our generation for information. They want it live. They want it now, on an instant basis,” Weiss said.

Though partly relying on material from CNN and CNN Headline News, the Checkout Channel is produced at a separate studio. In the event of major breaking news, the channel could shift to CNN’s live coverage, Weiss said.