Digital billboard hazard Suva

Satish Nakched,

I believe that the newly installed electronic billboard at the junction of Jerusalem and the Golf Link roads at Vatuwaqa is a traffic hazard, especially at night.

The huge billboard is elevated about six feet from the ground, and when travelling along the Jerusalem Road towards the sign, it has the same effect of driving towards a vehicle with full beam headlights. From a distance, due to the height factor, it seems that the signage is on ground level, and when the graphic changes to a brighter contrast it virtually blinds some the driver in a split second.

The roadside advertising is a potential source of distraction and impairs eye movement patterns of drivers. Studies and research done abroad indicated that the younger drivers invest more attentional resources in interacting with roadside advertising. The rapid changing of the screen images greatly reduces the respond, the reflex of the drivers and increases the chance of an accident.

As roadside advertising technology system is constantly changing, continued monitoring of roadside technologies and generation of safety data is necessary by the relevant authorities to determine the level of problems created.

Additionally, regulators should consider general human-factors such as the amount of attention required to process the roadside advertising sign using eye movements or driving performance.

This type of advertising concept needs to be regulated and are potential traffic hazards.

There are similar sites in the country but this one needs an urgent review, with the view to control or eliminate the road site traffic risk.