News

Source: Transport Briefing

The cross-track projection (XTP) system, which allows high-quality digital images the size of a 14 foot TV screen to be projected on to the walls at 23 sites opposite platforms, has been installed by advertising company CBS Outdoor for London Underground. Any profits London Underground receives from XTP will be reinvested to improve the Tube

Following a successful trial at Euston Tube station; Piccadilly Circus, Euston, Bank, Liverpool Street and Bond Street have now been kitted out with high definition projectors and giant soundless screens that will show trailers for new film releases and other advertising. Further stations are scheduled to host XTP technology, which will take the number of screens to 150 making it the biggest most sophisticated system of its kind in Europe.

Richard Parry, strategy and service Director for London Underground said: ‘We believe that this technology will enhance passengers’ journeys. The tube has a history of innovation and these high-tech screens are a perfect complement to the major upgrade work carried out by London Underground in delivering a world-class Tube for a world-class city.”

CBS Outdoor was awarded a £1.5bn contract to manage advertising on the London Underground in June 2006. The media company’s soundless screens are all linked to a new digital advertising network enabling messages to be changed remotely and instantaneously, at the touch of a button.

In total, CBS Outdoor’s £72m investment programme includes the installation of 2,000 digital screens across the Tube network and, to date, 1,034 digital screens have been installed, including 181 LCD screens, 830 digital escalator panels and 23 XTP screens. In addition, all non-digital sites are currently being replaced with new ‘dry posting’ material which allows all internal posters to be recycled, removing the need for glue and avoiding 96 tonnes of paper going into landfill every year.