The Pioneer 08.09.2010
MCD to put up only 25 LED screensStaff Reporter | New Delhi
As the MCD failed to get clearance from Delhi Traffic Police for proposed sites of installing light emitting diode (LED) screens to usher in the concept of community viewing, the civic body will put only 25 out of the planned 50 such screens in the Capital in time for the Games. According to the senior corporation official, the traffic authorities had not given its nod for remaining 25 sites because of the heavy vehicular movement near the location.
He further added while the plan was to install these LED screens in areas receiving heavy pedestrian footfall, the Traffic police felt that 25 of these sites were host to heavy vehicular traffic movement. Hence, after the Games, the Corporation will decide on the alternate sites. "LED screens cannot be put up facing moving traffic. Traffic Police has objected installation of LED at 25 sites therefore for the time being these screens are being erected at 25 sites only. Seven LEDs have already been put at various sites in seven markets. More sites will be reoriented after the Games," said Amiya Chandra, Deputy Commissioner and head--advertisements and remuneration projects cell.
As part of the `50-crore project, a first of its kind in the Capital, seven 10x20-ft screens have already been installed in Greater Kailash M Block and N Block market, Defence Colony, Lajpat Nagar Central Market, PVR Sake and South ex-I and II. The remaining 18 screens will be installed at various MCD parking sites by the end of this month, in time for the Games.
International Techno Media (ITM), the firm that has been awarded the contract, has roped in Reliance Media World to help with implementation. MCD officials say that 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.
