CBS Outdoor to test digital Tube offer

by Sarah Crawley-Boevey Media Week 03-Oct-07, 15:55
LONDON - Trials of CBS Outdoor's cross-track projection (XTP) initiative will go live on Friday at Euston station for a four-week observation period.

Three XTP units will be installed on the station’s southbound Victoria platform ahead of a full commercial launch next year.
The new technology, which is part of CBS’s £72m refurb of advertising in the Tube, allows moving messages to be digitally projected onto the wall opposite the platforms in high definition.

Once the observation period is complete, the company will roll out the system at 24 major London Underground stations with 150 units installed at the beginning of 2008.
The XTP messages throughout the trial will be from London Underground and CBS Outdoor only, and not from main advertisers.
Andrew Oldham, chief operating officer of CBS Outdoor, said the observation period was “an important milestone” and would be followed by full production of the “final sleeker and more compact” projection units.
The current bill-posting system creates 4.1 tonnes of non-recyclable waste every year.