An electronic shelf label system that comprises: - a number of display devices (6A, 6B) and - a number of video screens (5A - 5D), wherein each screen (5A - 5D) realizes a shelf rail or covers a front of a shelf rail or a part of it to which it is attachable and wherein each of the display devices (6A, 6B) is arranged to drive one or more of the video screens (5A - 5D), and - a first server that is arranged to distribute video data of an entire video to a group comprising a plurality of said display devices (6A, 6B) upfront to playback start, wherein each of the display devices (6A, 6B) comprises a memory stage to store the video data of the entire video, characterized in that the electronic shelf label system further comprises - a portable remote control that is different from the first server, wherein the remote control is arranged to display the video data, to receive a user interaction and to generate definition data representing at least one parameter for one or multiple display windows (W1 - W4) according to the received user interaction, each display window (N1 - W4) representing the video zoom section that is intended to be shown by the respective video screen (5A - 5D) linked with it, within a video picture of the entire video and to submit the definition data to the display device (6A, 6B) that drives the screen (5A - 5D) linked to the display window (W1 - W4), wherein each display device (6A, 6B) is arranged to receive the definition data via a direct data connection with the portable remote control and comprises - a control stage adapted to control the display of the video on its screen or screens (5A - 5D), wherein - the control stage is arranged to define the display window for its screen or screens (5A - 5D) in accordance with the received definition data, such that only that geographical section of the video picture is displayed on its screen or screens (5A - 5D) that was set by a user interaction on the remote control. - a number of display devices (6A, 6B) and - a number of video screens (5A - 5D), wherein each screen (5A - 5D) realizes a shelf rail or covers a front of a shelf rail or a part of it to which it is attachable and wherein each of the display devices (6A, 6B) is arranged to drive one or more of the video screens (5A - 5D), and wherein each screen (5A - 5D) realizes a shelf rail or covers a front of a shelf rail or a part of it to which it is attachable and wherein each of the display devices (6A, 6B) is arranged to drive one or more of the video screens (5A - 5D), and - a first server that is arranged to distribute video data of an entire video to a group comprising a plurality of said display devices (6A, 6B) upfront to playback start, wherein each of the display devices (6A, 6B) comprises a memory stage to store the video data of the entire video, characterized in that the electronic shelf label system further comprises - a portable remote control that is different from the first server, wherein the remote control is arranged to display the video data, to receive a user interaction and to generate definition data representing at least one parameter for one or multiple display windows (W1 - W4) according to the received user interaction, each display window (N1 - W4) representing the video zoom section that is intended to be shown by the respective video screen (5A - 5D) linked with it, within a video picture of the entire video and to submit the definition data to the display device (6A, 6B) that drives the screen (5A - 5D) linked to the display window (W1 - W4), - a portable remote control that is different from the first server, wherein the remote control is arranged to display the video data, to receive a user interaction and to generate definition data representing at least one parameter for one or multiple display windows (W1 - W4) according to the received user interaction, each display window (N1 - W4) representing the video zoom section that is intended to be shown by the respective video screen (5A - 5D) linked with it, within a video picture of the entire video and to submit the definition data to the display device (6A, 6B) that drives the screen (5A - 5D) linked to the display window (W1 - W4), wherein each display device (6A, 6B) is arranged to receive the definition data via a direct data connection with the portable remote control and comprises - a control stage adapted to control the display of the video on its screen or screens (5A - 5D), - a control stage adapted to control the display of the video on its screen or screens (5A - 5D), wherein - the control stage is arranged to define the display window for its screen or screens (5A - 5D) in accordance with the received definition data, such that only that geographical section of the video picture is displayed on its screen or screens (5A - 5D) that was set by a user interaction on the remote control. - the control stage is arranged to define the display window for its screen or screens (5A - 5D) in accordance with the received definition data, such that only that geographical section of the video picture is displayed on its screen or screens (5A - 5D) that was set by a user interaction on the remote control.