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01.26.2007
Originally featured on BroadcastEngineering.com
New digital signs boost visibility on TV

Now that every available inch of on-screen real estate is sold for ads on TV sporting events, the only step left is to make the message more visible to the home viewer. With the college basketball season now in full swing, fans at home and in sports venues are experiencing a new generation of digital signage that's replacing painted signs.

Van Wagner Sports Group, headquartered in New York, typically places the high-resolution digital signage under the scorer tables at college and professional sports arenas. Using ultrabright DLP technology, the messages are shown at a resolution 100 times greater than with traditional LED technology. The signage jumps out at TV cameras.

The ads remain static during game play. Before, after and during game breaks, however, the video-capable signs can be animated and coordinated with jumbo displays and other digital signs in the venue to put on a synchronized multimedia show, allowing advertisers to deploy multiple messages, depending on the event.

The Van Wagner screens measure 8ft by 32in. Multiple screens can be used to a width of 40ft, depending on available space.

Ads for the signs are sold through Van Wagner in partnership with the athletic teams. Typically, the team handles local and regional sales while Van Wagner sells national messages to advertisers who want to reach TV cameras in the network of arenas.

The new signage is already available at the University of Nebraska, University of Southern California, University of Oklahoma, Oklahoma State University, Michigan State University, Texas A&M and the University of Mississippi.

For more information, visit www.vanwagnersportsgroup.com.



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