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Information display screen systems in civic society.

As you all see, we live in the time of informational explosion, when the fastest growing industries are linked with technology that allows passing information over to the general public in the shortest possible period. These are mass media and advertising, and of course, the most recent additions: the Internet and large outdoor LED screens. The number of TV channels, radio stations, newspapers, magazines is growing. In spite of all limitations, outdoor advertising and billboards are everywhere. Internet resources are increasing exponentially every day.

We like to be informed but a multitude of information creates new problems:

  • A problem of choice: what to watch, what program to tune into, what web-site to surf, what news reel to select?
  • A problem of efficiency of advertising: digital technology allows skipping channels with advertising; peopling move on to a different channel and frequently forgetting to get back to the one they started watching.
  • A problem of promoting Internet-sites and events outside the Internet itself.

Advertisers are constantly searching for new ways to promote their products and services; authorities are constantly searching for ways to increase efficiency of political campaigns, various social events that include sport, festivities, mass shows. This is exactly what a new technology of “Outdoor TV” and “Outdoor Video” based on large outdoor LED screens can deliver.

The essential characteristics of these new informational carriers are:

  • Limited number of “key sites” for large outdoor LED screens in each city.
  • Absence of choice in channels: no chance to click to another channel.
  • Psychologically proven efficiency of dynamic video images compared to standard static advertising.
  • Video advertising outdoor does not annoy as advertising does when you are watching a film at home. It does not interrupt any interesting program, it fills the time, it provides useful information during the time that is wasted in a traffic jam.
  • Large outdoor screens bring closer the images of favorite performers during shows, sports events, concerts; allow replaying the essential moments.
  • Time and expenses for preparing advertising materials for outdoor screens are minimized since this carrier is based on modern digital technology, which is essential for advertising of Internet-sites.


Today there are three tendencies that can describe development of large screen technology in city environment:Practically unheard of just a few years ago, the outdoor LED screens are becoming a key element in the government, regional and urban informational infrastructure. Separately standing outdoor screens are now joined into networks, thus, increasing the efficiency of this new technology even further. First city outdoor screen networks appeared back in 1998-99 in San-Paolo (Brazil), Johannesburg (Republic of South Africa), San Francisco (USA), Moscow (Russia).

1) Individual installation of outdoor LED screens with no regard for urban landscape, architectural peculiarities of nearby territory, effect on citizens. There are plenty of examples in Europe, USA and Russia.

2) Substitution of existing advertising outdoor structures for sophisticated LED screens. The best examples can be seen in Shanghai (China), a network of Clear Channel in New York (USA), and Moscow (Russia).

Both tendencies are mostly related with advertising application of outdoor LED screens.

Third tendency is to use large outdoor LED screens not only for outdoor advertising but as a large scale public address system in case of various massive events: terrorist threats, floods and other emergencies, as informational support systems in public campaigns, or festivities. It is the third tendency that will be essential in future. Because it allows to reasonably combining commercial interests of advertisers and interests of a civic society, as represented by federal and municipal authorities.

 

Russia is the first country where large outdoor LED screens were supported on the governmental level, where large outdoor LED screens were included into the program of public address, where importance of influence of outdoor screens on general public was recognized on the state level. In October 2004, the Government Decree #1327 was issued that listed all possible technical mass media measures that have to be taken to keep population well-informed in case of emergency. This significantly pushed forward programs developing integrated informational solutions in the out-of-home environment.

 
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