The Best Live TV Content for Property Managers to Maximize Engagement on Commercial Digital Signage (Screen-in-Screen)

In today’s fast-paced commercial environments, grabbing and holding attention is everything. Property managers and business owners using digital signage have discovered a highly engaging solution: screen-in-screen (SIS) live TV content. This setup allows a small live TV window to play in a corner of the screen, while the rest of the display runs targeted promotional or informational content. The result? Increased viewer dwell time and higher engagement with brand messaging.

But not all live TV content is created equal. So, what kind of live broadcasts work best in a screen-in-screen layout for commercial environments like shopping centers, office buildings, apartment lobbies, and retail spaces?

1. Live News (CNN, Bloomberg, Fox News, etc.)

Why it works:

News provides a continuous feed of current events, weather, and headlines that change often enough to keep viewers interested. It appeals to a broad audience and provides perceived value—viewers feel informed while waiting or passing by.

Best for:

Lobbies, waiting rooms, business centers, and transportation hubs.

2. Sports Highlights & Live Scores (ESPN, Fox Sports, regional sports networks)

Why it works:

Sports content taps into passion, loyalty, and excitement. Even people not deeply invested in a game still enjoy quick highlights, scores, or notable plays—especially in social environments like bars, gyms, or break rooms.

Best for:

Transient entrances, lounges, clubhouse areas, sports stores, gyms.

3. Lifestyle & Entertainment Shows (E!, HGTV, Food Network)

Why it works:

This kind of content offers low-noise, visually appealing segments that don’t require constant attention. It’s ideal for background viewing, making it perfect for areas where people might linger casually, such as salons, showrooms, or waiting areas.

Best for:

Retail stores, real estate lobbies, high-end residential buildings.

4. Live Local Weather & Traffic (Weather Channel, local news stations)

Why it works:

Highly relevant, especially in urban or commuter-heavy areas. Weather and traffic updates have a utility factor that earns trust and credibility for the business or property providing them.

Best for:

Transit stations, apartment buildings, corporate lobbies, parking garages.

5. Financial News & Stock Market Feeds (Bloomberg, CNBC)

Why it works:

Especially valuable in office buildings or luxury residential areas, where many tenants or visitors have a stake in financial markets. Stock tickers and financial headlines add a sophisticated, professional tone.

Best for:

Commercial real estate, high-rise offices, banks, executive lounges.

6. Live Events (Awards shows, major sports events, political debates)

Why it works:

These draw attention by nature. Screen-in-screen is perfect for showing parts of a major event without disrupting core promotional messaging. It builds a sense of community when people gather to watch and talk about the same thing.

Best for:

Special campaigns, pop-up shops, restaurants, co-working spaces.

Bonus Tip: Pairing Live TV with Contextual Ads

Use the rest of the screen (around the live feed) to display:

• Tenant directory

• Property information

• Updates, notices, and announcements

• Promotions from local tenants or advertising local businesses

• QR codes for instant engagement

The Key Takeaway

Live TV in screen-in-screen format turns your digital signage into an active part of the environment—not just background noise. The key is choosing content that matches your audience’s interests and the tone of your property. When done right, this blend of real-time engagement and targeted messaging can transform a passive screen into a dynamic experience that adds value and drives action.

Explore itouchinc.com for more information on our solutions or contact us for needs unique to your property or project.