/// Turner, CBS Outdoor Tip Off NYC Subway Media Play

March 10, 2014  |  Media Week

In what’s being billed as the biggest underground digital out-of-home network to date, CBS Outdoor and Turner Broadcasting System have teamed up to bring a little dazzle to the New York City subway system. Under its recently launched Ignite: Innovations Lab initiative, CBS Outdoor has installed 10 big video screens in some of Manhattan’s busiest commuter hubs, including the MTA stations at Times Square, Herald Square and Columbus Circle. Standing 66 inches, or five-and-a-half feet high, and about three feet wide, the new video installations have been deployed ahead of CBS and Turner’s joint March Madness coverage. While Turner will use the screens to promote the NCAA Division I Men’s Basketball Championship , it will also stream promos for its entertainment and news programming on TNT, TBS, truTV, Adult Swim and CNN. While the screens have been set up to maximize impressions in advance of March Madness, the deal will keep the units lit through at least March 2015. According to Dennis Camlek, svp, Turner Media Group, the subway screen loops are about five minutes in duration, and all content is fed to the displays from the Atlanta campus. Camlek said that content can be swapped out practically in real time, with a lag of 30 seconds at the most. While the colors and images displayed on the screens are particularly dynamic, there is no associated audio feed. “That was something we went back and forth on,” Camlek said. “But because the MTA’s safety messages are of the utmost importance, we thought we’d hang back on the audio.” Camlek added that while the 10 screens will be seen by a great number of TV viewers—approximately 7 million commuters walk through the NYC subway turnstiles every day—the number of media buyers and other agency personnel that will pass the displays is a nice bonus. “It’s both consumer- and industry facing,” Camlek said

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Turner, CBS Outdoor Tip Off NYC Subway Media Play



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