Technology and media company Thomson and Chinese advertising firm CGEN said they will form a joint venture to extend an advertising network in China and across Asia.  The venture between Thomson's Premier Retail Networks unit and CGEN will offer services for in-store television, cinema advertising and out-of-home networks, the firms said.

CGEN, founded in 2003, claims to be the largest network-based in-store TV operator in China, with a 65 percent market share of premium hypermarkets.

The Chinese firm has strategic partnerships with hypermarket operators including France's Carrefour and British home improvement retailer Kingfisher's B&Q chain.

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