Keeping abreast of the changes and challenges in the telecommunications industry, Chris Thorpe, owner of Choice Media Group has partnered with Scala, Inc., adding digital signage services to their product line. Since Scala, Inc. is a leading developer of multimedia software, content, and technology solutions for dynamic signage television and Web application, Thorpe says the collaboration puts his company in the forefront of their field.

Helping customers achieve their business communication goals efficiently and effectively, CMG offers expertise in digital cable, telephone, Internet and business communications.

ENTREPRENEURIAL SIBLINGS—Chris Thorpe and his sister Lisa Thorpe-Vaughn unload parts for a digital sign.

Anticipating a long run for the growing digital age, Thorpe says his company will grow with the trends, and the integration of the Scala InfoChannel Digital Signage software is the tool.

“Technology and telecommunications is ever-changing and innovative, I’m excited to introduce it to the public,” he said.

In simple terms, he describes digital signage as the art of displaying data. “Its content displayed using LCD or plasma screens replaces posters and non-changeable signs,” he said. Digital signage employs computer-driven flat screens to play content (the imagery and words) with the ability to instantly update content, providing targeted information in an eye-catching format.

“Digital signage is a high growth industry across the country, allowing companies to deliver the right message, at the right time, to the right audience,” said Thorpe. The technology enables him to reach markets in various geographical locations ranging from Atlanta, Detroit, and as far away as Africa.

“Our clients are diverse, ranging from the Mountaineer Casino Racetrack and Resort, West Virginia Hospital to West Virginia University and Carlow University,” he added. CMG services a wide variety of customers including beauty salons, community centers, corporations, doctor’s offices, gyms, hotels, restaurants, retail stores and universities. The size of the signage can be suitable for conference rooms and schedules, event promotion, advertising, menu boards, directional signs, and posting of public notices.

According to Thorpe’s years of research, the InfoChannel software (designed by Scala, Inc. of Philadelphia) has the capacity to increase revenue, influence customers and directly drive sales. He calls it “a complete end-to-end multimedia creation and broadcast solution.” The InfoChannel designer offers software, systems and service that can be tailored to meet specific needs and uses.

Established in 1997, CMG made its mark by building cable systems while competing against major cable companies. Striving to continuously offer the most innovative products and services in the industry, CMG’s affiliation with the Private Digital Signage Network keeps the company in the forefront by providing integrated solutions of technology, content and services. By offering the network, CMG provides the infrastructure and a way for its customers to purchase screens and players. CMG installs the hardware and equipment, hosts the network and stores the content, manages and schedules content, provides technical support and supplies monthly activity logs.

A native of Fox Chapel, Thorpe  comes from a strong religious background and a family of entrepreneurs. His brothers Jerry, Gene and Ivan operate businesses and his sister Lisa, who assists him in his business, also operates her own firm. “My family is very supportive of me and we help each other,” he said. “At any given time you might find one or all of my siblings here.” His wife Nikki is also a partner in CMG.

“I use subcontractors for most of the work we do,” he said, citing installers, marketing and secretarial needs as an example of outsourcing components. As a result he says he has one employee.

Considering his greatest business accomplishment as longevity, Thorpe says his goal is to maintain the quality of service that he provides his customers.

Stressing the importance of entrepreneurship, Thorpe advises perspective business owners to persevere, to set a foundation and not to be everything. Find a niche and focus on doing that well, he says.