News from China.
Deputy
chief editor - Michael Nikoulichev
(16.05.2002)
We have repeatedly written about trends and developments in the area of outdoor TV and video in different countries around the world.
To present a more comprehensive picture we sent our reporters to China and other South Pacific countries to study the outdoor advertising market and electronic outdoor advertising media in this region.
This is a brief account of the business trip.
We started in Hong-Kong. The city-state is as amazing and inspiring as ever. Spread over several islands and linked by modern highways and tunnels, the city is a jewel of modernism and urban development.
Electronics is the buzz-word: even the metro (MRT) is filled with electronic signs that are most helpful to weary travelers. Colored LEDs over each exit door indicate the direction, the distance traveled, the next scheduled stop, etc. Practically each train is equipped with plasma TVs or electronic displays that show advertising commercials or valuable traveling information.
The electronic displays are all over the city. They are located on large department stores or trading complexes, and in the streets and squares.
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Large advertising screen at the building of a trade center |
Large advertising display at the building of a trade center | Large advertising sign at the building of a trade center |
These systems are actively used by local advertising agencies to run non-stop commercials. Moreover, during the recent World Cup and other important sport events these systems turn into virtual stadiums and gather crowds of eager spectators. With dozens of such displays spread around the city, the crowds generally are equally dispersed – that is more convenient for the spectators and city authorities.
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Large advertising monitor at the building of a trade center |
Large fullcolor video screen for outdoor advertising at the building | Large fullcolor video display for outdoor advertising at the building |
There are plenty of electronic displays in smaller towns with population not exceeding 200,000 people. Below is a kaleidoscope of various electronic displays that we managed to find.
The area of electronic displays is a young and fast developing market. Hardly a year passes without some new ideas implemented, new conceptual models developed. We have witnessed a few interesting systems worth mentioning.
First of all, we want to introduce one of the largest Chinese screen manufacturers “Optotech”. The company manufactures a large number of models, their displays can be seen in many countries of the world. They specialize in sport applications. However, a model which seemed to us most interesting and innovating was an SMD LED display for indoor use.
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Fullcolor advertising video display of "Optotech" company at an international airport |
Fullcolor advertising video sign of "Optotech" company at an international airport | Fullcolor advertising video screen of "Optotech" company at an international airport |
The company
diversifies its market strategy and actively invades the advertising area.
Today it possesses an advertising network of over 20 displays in various
cities around the world.
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Fullcolor advertising video display of "Optotech" company in Chiba-Ken (Japan) |
Fullcolor advertising video display of "Optotech" company in San Leandro (USA) | Fullcolor advertising video display of "Optotech" company in Hsin-Chu (Taiwan) |
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Fullcolor advertising video display of "Optotech" company in Las Vegas (USA) |
Fullcolor advertising video display of "Optotech" company in Taipei (Taiwan) |
Fullcolor advertising video display of "Optotech" company in Singapore |
Another company which we decided to single out of the multitude of display manufacturers is “Agontech”. The company managed to combine two technologies currently used for outdoor advertising. In daytime their displays turn into a huge banner, but at nighttime they transform into a large and bright video display.
Moreover, “Agontech” engineers managed to develop an LED module which is very light and easy to handle. We decided to comment on this aspect because traditionally manufacturers make their modules too large and heavy: replacing them and reparing them is not an easy task.
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Large electronic screen for outdoor advertising of "Agontech" company |
Large electronic display for outdoor advertising "Agontech" company |
Large electronic sign for outdoor advertising "Agontech" company |
Another, interesting solution in the area of electronic advertising we observed at “Dynascan”.
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Dynascan fullcolor video screen |
Dynascan fullcolor video screen | Dynascan fullcolor video screen |
While in Hong-Kong, we tried to meet with the company “Lighthouse”, another large display manufacturer. However, the company representatives were most unfriendly and doggy. For various reasons nobody in the company found time to meet with us and even refused to answer some general questions on the telephone.
Very strange response from a manufacturing company, to say the least.
In general, there are dozens of companies that manufacture electronic displays. However the majority are just reselling displays of established manufacturers. Surprisingly, we encountered a strange linguistic problem. Quite a few people in this business talk about electronic displays but mean just informational signs or screens.
In general, we realized once again that the most effective are displays with large linear dimensions. This tendency is evident in all cities that we have visited, in China and elsewhere.
At last, see the kaleidoscope of large display pictures:
