Television has long been used to lure and retain customers, but many leisure managers consider themselves passive recipients of programming over which they have no real control.

That, however, is changing. Businesses in the British leisure sector are beginning to embrace the idea of operating their own on-site digital displays.

These can even bring in new customers, with screens inside a venue showing a customised TV channel for the business, while on-street screens outside offer passers-by a virtual tour.

Venues or chains can run a network themselves or they can sign up to one of the networks managed by external providers.

That means less control, but it also brings benefits. The specialist operator will typically pay capital costs and handle maintenance; they can also negotiate rights to high-quality programming and can achieve audience critical mass in terms of advertising, with the

venue owner allocated a proportion of screen time for their own promotions.

Whichever route is chosen, it’s essential that screen installations and effective content are designed to meet the precise requirements of the individual site.

Screens are getting bigger, there is increasing interest in both non-rectangular shapes and the actual location of screens - high on a wall, wrapped around pillars or built into tables - and touchscreen interactivity is becoming commonplace.

Actual content is only limited by the imagination.

The integration of digital screens with other forms of media such as audio and scent is an option. A gym could broadcast energetic music videos and use an odour-neutralising fragrance. Spas could opt for a more relaxing alternative, with tranquil images and the scent of lavender. Such sensorial experiences can encourage visitors to stay longer and increase the likelihood of them returning.

It’s never too early to discover what’s out there and begin formulating a strategy to gain maximum advantage from screens in your business.

Visit Screenmedia Expo at Earls Court 2 in London on 18-19 May.

For more information see www.screenevents.co.uk/screenexpo2011