Small Town, Big Screen impact, shows the way with an outdoor ICE LED screen.

LED Screen Division: The Taranaki Daily Newspaper is leading the way in New Zealand with road side large format digital sign-age commonly called DOOH (Digital Out of Home) using LED screen technology.

ICE LED Digital Screen

Digital billboard display

The change in media distribution channels and formats has changed the landscape significantly in recent years. Newspapers as a print format have faced strong challenge in the last decade as they loose readership of print, adapting to changes in digital technology, the growth in internet distribution, huge growth in mobility platforms, flexibility and growth in digital television. Demographic research has indicated that advertisers are shifting their advertising budgets from print to digital formats and that the readership of print is migrating away from the youth and young adult market.

Taranaki Daily News General manager Mike Brewer has been very aware of the changing market dynamics occurring world wide and saw an opportunity to position the paper into the digital realm with a new move into the DOOH sector with LED screen technology. The move is seen as being significant as it is the only newspaper owned LED screen installed in New Zealand. The screen is being used to display advertisements, community messages, leading news stories.

ICE LED Screen install article

LED Screen technician Colin Smith is a member of the ICE AV technical crew. Colin makes some last minute wiring connections prior to the lift onto the side of the building.

The system was built in two halves to meet two annual budgets and installed over two years. The first half installed was seen as an initial test of the concept and to test the waters with DOOH advertising. With the first year experience and the positive advertising support from local businesses it was decided that the concept made strong commercial sense and that the capital investment could be justified.

Taranaki Daily News contracted with ICE AV Technology to design, supply and install the 2880mmW x 3210mmH screen.

One of the challenges was that the LED screen had to be mounted in front of existing windows of the news room, access would not be available from the rear and it had to be modular and installed in to halves over two years. ICE AV rose to the challenge and was able to deliver and install a solution that addressed all aspects.

Installing ICE LED Screen

Installation process

Taranaki Daily News is the leading newspaper in the petrochemical province called Taranaki and is dominated by the conical volcano Mount Egmont. Taranaki Daily Newspaper is owned by Fairfax New Zealand Limited Mount Egmont and Taranaki was the location for the Hollywood Tom Cruise movie “Samurai”. Mt Egmont is closely resembling Mt Fuji in Japan.

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