THE bright lights of the Toowoomba CBD could be about to get a lot brighter.
Paradise Outdoor Advertising is aiming to be the second company to build a digital billboard in the centre of Toowoomba.
It has applied with Toowoomba Regional Council for a permit to build a new high quality digital media advertising device above Gelatissimo on Ruthven St.
The works will involve attaching a high definition LED media display screen above the awning of the building secured by a fully engineered framework housing.
The device will be fixed to the roof of the awning to mimic its curved form such that it directly faces the centre of the Ruthven and Margaret Sts intersection without exposure the rear of the device to the public.
The device is made up of a 2m x 8m high quality LED media display screen.
The developer had investigated different options including vertical and horizontal flat screens fixed to the building façade and curved wall mount devices before settling on the curved option.
It was considered to be the best design as it integrates into the building by not covering any windows, limiting the screen of the building façade, matching the physical external limits of the awning without protruding beyond its outer limits.
"It will be provided with structural framing and finishes that match the horizontal façade lines to create a more prominent and direct facing built form feature at the corner of the building, which improves the overall presentation and interaction with the streetscape," the developer argued in a report.
"The dimension of the device affixed in landscape view also matches the form of the under-awning signage without covering any first-floor windows.
"This creates symmetry with the glazing at ground level while also serving to screen plant equipment on the external first floor façade."
Paradise stated digital advertising was the "medium of the future" and was fast becoming the delivery mode of choice for the high end, experienced operators.
"These devices allow instant control over content, which not only provides significant benefits to general market clients, but is being utilised by government agencies as a means of providing community health and safety information in real time."
The billboard could be used to issue severe weather alerts, flood warnings, missing persons updates and changes to refuse collection services.
Other digital billboards already exist within Toowoomba, however they are not of the standard being proposed by the advertising company, according to Paradise.
The company said the billboard would not create a hazard to pedestrians, cyclists and vehicular traffic on Ruthven or Margaret Sts.
The application is at the information request stage with council's planning officers.
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