Digital ad screen refusal overturned
GoogleA digital advertising screen refused planning permission will now be installed on a street following a successful appeal.
Capital & County Advertising had applied to erect the screen on a wall on Rose Street in Sunderland, but the city council claimed the board's "size, scale and location" would damage the "visual amenities of the area".
The advertising firm contested the council's decision and submitted an appeal to the national Planning Inspectorate, which has ruled in the applicant's favour.
The ruling said the screen would be a "familiar feature" in the area and its size was consistent with previously installed displays.
The site had housed a "classic 48-sheet poster panel" until about 2020 when it was removed due to "major roadworks", according to the Local Democracy Reporting Service.
Capital & County said the modern screen would show multiple adverts allowing more local businesses to promote their services.
The company also said it could be operated remotely, meaning maintenance vehicles would not need to travel to the site as often.
The inspector also noted the screen would not be "significantly bright" and would be located in a well-lit area.
However, the permission did include a number of conditions meaning the operator would have to control the screen's "brightness, animation and the timing of image changes".
The display is also required to freeze if the screen malfunctions.
