News

Source: Rapid TV News - Maria Blanco

Nestlé, Sky, Magners, Paramount, InBev and Dewynters have signed up as the official launch partners of Cross-track Projection (XTP), CBS Outdoor’s digital media opportunity on London’s subway transit system.

Commuters will face giant cross-track screens (the equivalent of 14 ft TV screens) with soundless commercial content in full motion and HD quality at five of the busiest stations in the capital’s centre.

Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street have all been fitted with the hi-tech projectors and giant screens, each linked to a new digital advertising network enabling partners to remotely update their messages on a 120’ loop, at the touch of a button. The partnerships will run for a minimum of six weeks from this past weekend.

Sky and Nestlé have opted for an all-day presence on the sites, using different dayparts and 20’ spots in each loop to promote their distinct divisions or brands.

XTP, a high projection system, has been designed specifically for the Tube environment in conjunction with Digital Projection. XTP’s HD capabilities, in addition to the quality of the projection makes it ideal for this environment.

To date CBS Outdoor has installed across the London Underground 1034 digital screens, including 181 LCD screens, 830 Digital Escalator Panels and 23 XTP screens. In total, CBS Outdoor’s £72m ($143m) investment programme will see the installation of 2000 digital screens across the London subway network, including 150 XTP screens. It is anticipated that by the end of 2008 the programme will be between 95-100% complete.