The online discussion forum Retail Wire attracts a very knowledgeable crowd — what it calls a Brain Trust — to comment on various issues of the day, including recent news that Wal-Mart is taking its in-store video network in a new direction.

This is a site requiring registration, but it’s free, and worth the few seconds it takes to capture your data.

What some industry experts have to say:

Obviously, Walmart has a lot to gain with their in-store media effectiveness, so it is no wonder they will roll out next generation, more creative in-store programs. Suppliers want to move as close to the consumer purchase decision as they possibly can, so moving general advertising dollars to in-store media with Walmart helps them and also ingratiates them with their largest retailer.

Buyers at Walmart have goals to attain, and the amount of in-store media support their suppliers purchase could well be one of their success measurements, so buyers will encourage and endorse this in-store activity.

Finally, suppliers…