1.2 million LEDs to light Times Square next month by JVC

Nov 22, 2008

1.2 million LEDs to light Times Square next month by JVC

Early next month JVC will unveil a new LED billboard that will be the first true 720p high definition display in New York’s Times Square.

The focal point of the new billboard will be a high definition LED screen, but it will also feature a pair of LED tickers with animated programming synchronized among all three LED displays, plus large “JVC” letters illuminated by neon. The new LED billboard will be among the most impactful in Times Square thanks to the combination of its advanced technology and its location – just one story above ground level at Broadway and 43rd. Its close proximity to street level will ensure that Times Square visitors will fully appreciate the display’s crisp, high definition images, the brightness of its 1.2 million LEDs and the brilliance of the nine-foot red neon JVC letters atop the display. JVC, which has maintained a continuous presence in Times Square since 1979, will activate the new billboard on December 2nd.

With a resolution of 1280 x 720, a 16:9 widescreen aspect ratio and 60 frames per second animated content, the new JVC billboard will be the first in Times Square that meets all the criteria for a true 720p high definition display. To further ensure a crisp image, pixel pitch – or the space between pixels of the same color – is a mere 8mm.

The main high definition LED screen will measure 19’ x 34’, and features a 16:9 widescreen aspect ratio. A new 71-foot LED ticker will run beneath the display and curve below the base of the JVC globe, which is encircled by its own 45-foot LED ticker. The JVC globe itself, a widely recognized fixture at the northeast corner of Broadway and 43rd Street since 1999, will be refurbished using high density fluorescent paint.

“Times Square might have changed a bit in the 30 years that JVC has had a presence there, but it continues to live up to its nickname as the ‘crossroads of the world’,” said Karl Bearnarth, senior vice president, marketing, JVC Company of America. “For many of the millions of visitors that pass through the area every year, the bright lights and billboards are a main attraction. We think our new high definition billboard will create plenty of excitement thanks to its stunning resolution and our creative use of all three LED display areas.”

The new JVC billboard, called a “spectacular” in industry parlance, was created for JVC by Clear Channel Spectacolor, with the LED displays provided by D3 LED.

“In rebranding their long standing Times Square display, JVC employed the same qualities that have made it a leader in the development of sophisticated audio and video products – innovation, quality and a commitment to the consumer experience,” said Harry Coghlan, president and general manager, Clear Channel Spectacolor. “The JVC display is a true ‘spectacular’ in that it delivers grand brand heraldry, an iconic centerpiece with the JVC Globe, state-of-the-art technology, and engaging viewer content. In terms of Times Square displays the JVC display is ‘The Perfect Experience’.”

JVC will showcase seasonal, promotional and product-related original content on the new billboard. To kick off the introduction, JVC will begin showcasing content related to an upcoming promotion, along with promotional messages for its camcorders, high definition displays and car entertainment products.
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