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28/06/2007

Digital Projection International To Supply Cross Track Projection In London Underground

Digital Projection International (DPI), an Emmy Award-winning manufacturer of high-performance projection systems has recently been awarded the contract to supply the XTP (Cross Track Projection) systems within the London Underground network.
This illustrious contract has been awarded by CBS Outdoor who controls the marketing and advertising rights for the whole of the London Underground Network. Digital Projection has been working on the solution for a number of years and very closely with CBS Outdoor for the last two. It became clear that due to Digital Projections history and the cross track projection patents which it holds on this technology and technical know how, they were the obvious partner.
This unique combination of technologies offers advertisers and companies the opportunity to astound and entertain 3,400,000 passengers a day with an environmentally friendly display. The images and content can be tuned on a minute by minute basis to best suite the relevant demographics giving infinite flexibility. This is tied to the fact that there is no longer a need for the print, post, removal and destruction of the traditional printed posters used up until this point.
One of the primary challenges facing the Digital Projection development team was the architecture of the tunnel network. The curvature of the tunnel wall meant that the screen had to be less than 4mm deep and follow the curvature of the 144 year old tunnel that was designed to accommodate the passing of the trains with very close tolerances. The second problem faced is that the tunnel is a unique environment with particular fire and safety requirements that meant traditional air filtering approach would not work. The XTP HD300 projector over comes both of these issues with a fully patented solution involving innovative thinking, technology and state of the art creativity. The correction of the image distortion on the curved screen uses highly advanced unique software calculations and the filtration is totally overcome by completely sealing the projector to IP65 standards. This means that it is the first projection system worldwide to be officially classified as waterproof and 100% sealed to the outside air.
Both solutions coupled to the stunning High Definition image quality will bring a Hollywood experience every time you take a journey on the underground. The 50’s and 60’s Drive in theatre has just been brought into the 21st Century on the public transport network showing at a station near you courtesy of Digital Projection International.
Tim Bleakley, Managing Director, Sales and Marketing at CBS Outdoor said: "As public awareness of the extended congestion zone is heightened, along with the associated environmental issues, it seems a relevant time to update all our stakeholders on the CBS Outdoor investment programme in the Underground advertising estate. Much work is being done behind the scenes and you can now start to see new products appearing across the underground network. With 88% of all commuters entering central London in morning peak hours by public transport we are committed to improving every aspect of this journey."
This new technology allows CBS outdoor to bring advantages to many areas of our lives. It is better for the environment, it appeals to advertisers by offering high quality, highly flexible moving media and it appeals to the traveler who can see the latest films, TV and advertising while keeping up to date with live news broadcast and cultural events, when on the move.
Digital Projection will be exhibiting at infoComm USA (booth No. 2419) in Anaheim, California from June 19-21.
(DS)
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