Sky Brings HD To Its DOOH

Geny Caloisi

BSkyB’s iconic Sky flagship store in London’s Westfield Shopping Centre has been given a digital signage facelift, to show its HD TV and 3D channels in better quality. Although the shopping mall only opened in 2008, Sky was aware that its digital signage hardware looked under-specified due to the high ambient light afforded by the center’s glass roof.

Visionpoint Technologies, the AV arm of Flipside Group, was contracted to find a solution. The answer was to install two dnp New Wide Angle 100in high contrast screens in 16:9 format, replacing the existing portrait rear projection screens on the two large 20ft winged stands. The dnp screens provide high contrast and create brighter images in high ambient light conditions. The projection screens were supplied by dnp’s UK distributors, Paradigm Audio Visual, which also helped to set up an on-site demo as proof of concept.

The installation retained the four existing Panasonic four-lamp PT-DW10000E projectors (two per screen) but they were completely realigned to fire downwards onto the landscape screen.

Visionpoint provided a complete new racking and technical solution for the master switch room, along with suitable cooling for the four 10K ANSI lumens projectors. It also installed an LG 3D LCD TV — all controllable from an easy-to-operate RTI touch panel screen.

Alan Hopkins, Visionpoint director, remembers that the old screen looked washed out. “We knew that we could drastically improve the presentation of Sky’s digital signage by using different screen technology. They wanted to achieve better contrast in high-definition and of the formats we considered dnp was the obvious solution.”

Jessica Burt, Sky’s new Head of Retail Trade Marketing commented, “The difference between this installation and what we had originally has made a significant improvement to our store. Visionpoint have upgraded the digital signage rear projection hardware and provided a much more effective vehicle for us to be able to market our HD product. The launch of the 3D product demonstration was very successful for us — and still draws in the crowds.”

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