SOURCE: Digital Projection International

March 03, 2008 12:44 ET

Digital Projection International and CBS Outdoor Partner for Cross Track Projection on the London Underground

MANCHESTER, UK--(Marketwire - March 3, 2008) - Digital Projection International (DPI), an Emmy® Award-winning manufacturer of high-performance projection systems, has recently completed the first installment in a contract for a significant quantity of high-brightness DLP® projection systems within the London Underground network. The projectors will serve as highly dynamic digital signage for participating advertising clients of CBS Outdoor, Ltd.

The London Underground is the world's oldest underground passenger carrying rail system. From humble beginnings in 1863, one hundred and forty four years later it extends 253 miles (405 km) traveling through a total of 275 stations. The age and design of the rail system coupled with stringent rail network safety requirements posed a unique challenge for modernizing current advertising methods. Digital Projection International provided innovative solutions with the new XTP HD300 projection systems.

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 projection screen had to be less than 4mm deep and follow the curvature of the tunnel that was designed to accommodate passing trains with very close tolerances. Furthermore, the tunnel is full of various materials and debris that have accumulated over the last 144 years and would destroy traditional air filters on the precision display devices. With innovative thinking and state-of-the-art technology, the XTP HD300 projector was designed to overcome both of these issues. The projector's inherent geometry correction uses highly advanced software calculations to precisely align the images to the curvature of the tunnel wall. Filtration issues are totally overcome by completely sealing the projector to IP65 standards -- meaning that the XTP HD300 is the first projection system to be officially classified as waterproof and 100% sealed to the outside air.

Nick Cottiss, DPI's International Sales and Marketing Director, commented, "We were honored to have been given the challenge to develop such a unique display. The benefits of digital advertising are limitless, and we are certain that the powerful and reliable XTP HD300 projectors will be a valuable asset to the communication offerings of CBS Outdoor. We are already receiving inquiries from other parties interested in other uses of this unique technology."

This unique approach to digital signage offers advertisers the opportunity to astound and entertain 3,400,000 passengers per day with an environmentally friendly display. The images and content can be tuned on a minute-by-minute basis to best suit the relevant demographics, thus providing infinite flexibility. Additionally, there is no longer a need for the printing, posting, removal and eventual destruction of the traditional printed posters used previously.

Mr. Tim Bleakley, Managing Director of CBS Outdoor International Sales and Marketing (UK), 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."

The groundbreaking new technology from Digital Projection International allows CBS Outdoor to bring countless improvements to the delivery of media for their clients and to the public welfare. The projection systems eradicate printed ad waste while appealing to advertisers by offering high quality, highly flexible moving media. Additionally, it appeals to the traveler who can see the latest films, TV and advertising while keeping up to date with live news broadcasts and cultural events when on the move.

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™Digital Light Processing and DLP are registered trademarks of Texas Instruments.

Emmy®is a registered trademark of The Academy of Television Arts and Sciences.

About Digital Projection International

Founded in 1989, Digital Projection International (DPI) has been instrumental in the development and application of Digital Light Processing™ technology by Texas Instruments for projection systems. DPI introduced the world's first 3-chip DLP™ projector in 1997, and has since delivered expert system engineering and world-class customer services, thus maintaining its position as a digital imaging pioneer.

DPI's groundbreaking projection research and development has garnered the admiration of industry professionals around the world. This has earned the company many awards, including two Emmy® Awards for Outstanding Achievement in Engineering Development by the Academy of Television Arts and Sciences. DPI remains the first and only projector manufacturer to win the coveted award.

Today, DPI manufactures and distributes an extensive line of ultra high-performance 3-chip and single-chip DLP™ projection systems. These projectors are the reference standard for demanding applications such as large-venue, live-event staging, fortune 5000, homeland security, education, medical and scientific research, command and control, digital cinema, commercial entertainment, worship and elite home cinema.

About CBS Outdoor

CBS Outdoor is the leading transport advertising company in the UK, managing advertising sales on the UK's buses, trams, London Underground, DLR, and national rail. The company operates in five other European markets and China and is part of media and entertainment giant CBS Corporation.

As the number one transport media brand, CBS Outdoor is ideally placed to benefit from the major shift in the way people travel.

Contact Information

  • Contact:
    Richard Hill
    Marketing Communications Manager
    T- 770.420.1350
    F- 770.420.1360
    Email Contact

    Digital Projection Limited
    Marketing Communications
    +44 161 947 3300
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