As part of a new contract, Singapore's leading media company, MediaCorp, is implementing digital signage on giant screens to bus stops in Singapore. To ensure that each sign has breaking news, traffic and weather alerts as well as varied and attractive advertising, the company has turned to Harris for a unique digital out-of-home solution borne out of its strengths in video distribution, broadcast and IT workflows.
Harris is providing an end-to-end InfoCaster Digital Out-Of-Home (DOOH) solution. What makes the Singapore installation innovative is that content is delivered to the screens using data channels in the country's DVB-T digital television broadcasting system. That enables targeted content to be sent to all screens, groups or individual sites over the air, without the need to install cables.
"When we won the contract from LTA in Singapore for bus–stop shelters, our business plan included digital signage along the busiest/high traffic sites," said Thomas Ang, vice president, out of home media. "We wanted to get the system up and running quickly, and Harris's ability to deliver a complete package — including the ability to transmit the content over the air, saves us the need to lay new data infrastructure. This means that we could deliver our modern and creative solutions to advertisers, and be able to inform and engage audiences as quickly as possible."
The first phase of the project has already been completed, covering bus stops in Singapore's Orchard Road and the central business district. A second phase will be completed shortly, adding more bus shelters and bringing a shopping centre into the system.
The Harris Digital Out-Of-Home solution incorporates all the elements needed to manage a complex digital signage operation. The InfoCaster Creator enables operates to acquire or create sophisticated digital content, and the InfoCaster Player is the server which synchronises and delivers the content, potentially to thousands of individually addressable displays. The InfoCaster system also includes user-friendly tools to schedule and manage content, and to provide the back-office functionality to sell, place and bill advertising within the schedule.
"This is a great example of how Harris can bring together its proven experience from a range of applications to deliver a single solution which precisely meets a very specific challenge," said Harris Morris, president of Harris Broadcast Communications. "Our InfoCaster Digital Out-Of-Home system pulls together our knowledge of sales and scheduling, graphics and servers that has been built up over decades of work with the world's leading media and entertainment companies."