Following a media controversy culminating in a confused and tedious trustee vote (broadcasted online), Canada’s largest school board decided not to approve expansion of its current ad-funded digital signage pilot program manged by OneStop Media. The 4-school pilot was to pave the way for a board-wide school communication channel, devoting 30% airtime to paid content.
It’s sad to see the project hit such a roadblock especially considering earlier optimistic attitudes from stakeholders on all sides as well as the promise that a real-time unified communication channel held for a diverse board like TDSB.
OneStop Media currently operates a network in the Toronto Subway, screens in Sporting Life regional retailer as well as several commercial, hotel and residential ad networks in conjunction with Pattison. They have been known for their involvement and willingness to support many arts, public service and other city initiatives though their networks. For me, OneStop is one of the few network operators whose screens genuinely add value for the environments they operate in. I hope the TDSB project does not perish completely.
As reported by CP24, Toronto’s Breaking News: