City to get 50 community screens

As part of the Rs 50-crore project, a first of its kind in the Capital, six 10×20-ft screens have already been installed in Greater Kailash market, Defence Colony, Lajpat Nagar Central Market and PVR Saket. The remaining screens will be installed by August, well in time for the Commonwealth Games.

International Techno Media (ITM), the firm that has been awarded the contract, has now roped in Reliance Media World to help with implementation. ITM officials told Newsline that Reliance took over the advertising and marketing of the project last week. “While we are still the parent body behind the project, Reliance offered us their services,” the official said, adding that Reliance will also select and decide the information and advertisements to be displayed across the screens.

MCD officials think the screens will provide a platform for people to come together and view live telecast of sports events.

The “strategically located” screens will also display advertisements, social messages, traffic information, news and sports capsules as well as movie promos.

Last June, ITM, in collaboration with AC-Nielsen, conducted two surveys in the areas chosen for the installation of screens to measure the reach and efficacy of the screens. It had recorded a daily footfall of two lakh people across all the locations.

The MCD had awarded the contract for the project to ITM in October 2009. The company has in turn signed a memorandum of understanding with Hyderabad-based MIC Electronics, which will manufacture these screens. The civic body will be paid a monthly fee of approximately Rs 50 lakh for the next five years.

LED displays

AN LED DISPLAY is a video display which uses light-emitting diodes.

THERE ARE TWO types of LED panels — conventional (using discrete LEDs) and surface-mounted device (SMD) panels. Most outdoor screens and some indoor screens are built around discrete LEDs.

THE LARGEST LED display in the world is over 1,500 ft long (above) and is located in Las Vegas, Nevada