Liverpool Echo pilots Streetbroadcasting screen
by Nikki Sandison Brand Republic 23-Nov-07, 10:45
LONDON - The Liverpool Echo is to start delivering digital news to Streetbroadcast screens in the city while the paper's outdoor sales division Echo Outdoor is piloting a scheme to sell ad space around the articles.
Streetbroadcast has installed five StreetLive digital units in the centre of Liverpool's shopping district, mounted on lampposts on Church Street and Lord Street.
Breaking news of Steve McClaren being sacked as England manager was broadcast yesterday morning on the digital screens. The news reached Liverpool Echo at 9.15am, the story was sent to Streetbroadcast at 9.53am and by 10.30am the news was transmitted on the five digital units.
Echo Outdoor is selling all the local advertising space for the digital screens, while Streetbroadcast will continue to handle all national agency business.
The council also receives space on the screens to broadcast its own community messages. The local emergency services have instant access when required as part of the local authority agreement.
Tom Harte, advertising director of Trinity Mirror North West and North Wales, said: "StreetLive units complement our growing outdoor portfolio, and offer our clients a unique opportunity to get their message across to a mass audience in the heart of Liverpool's retail district.
"In addition, they provide an excellent means of promoting our titles' latest headline stories and features."
Lee Arthur, chief executive of Streetbroadcast, said: "It's enjoyable to work with an established, regional media company that immediately got the StreetLive project and applied some fresh thinking to create new value for both our companies."