NATICK, Mass. – The pain of commuting on the Massachusetts Turnpike will be eased slightly by new 90 flat-screen televisions, flickering day and night on 4-minute loops above the fuel dispensers, reports the Boston Globe.

Convenience stores from Worcester to Arlington and Leominster to Stoughton, will soon be glowing with televisions, according to Gas Station TV. David Leider, CEO of GSTV, said the company expects to open 50 locations in the Boston market in the next month.

GSTV installed its first televisions at convenience stores in Dallas in January 2006, Leider said, and has since added some 5,400 screens in 375 other cities. The company, which installed the televisions on the Pike at its own cost and contributes no money to the cash-strapped Turnpike Authority itself, now boasts 20 million viewers a month.

According to a recent study by Nielsen Strategic Media Research, the ads are actually connecting with people. Seventy percent of people in the Nielsen study recalled products being advertised, and 84 percent said they would watch the gas pump TVs on their next visit.