Plans for a large illuminated display unit
PLANS for a large illuminated display unit at a busy Tamworth roundabout have been revealed.
An application has been lodged for the installation and display of a single freestanding 6 x 3 metre LED internally illuminated display unit on land at the Jolly Sailor roundabout in Bitterscote Drive.
A planning statement reads: “The area is overwhelmingly commercial. The area on which the advertisement is proposed to be constructed is grassed and surrounded by landscaping with trees and shrubs.
“The proposal is to build a modern LED display facing traffic heading northwards along Bitterscote Drive. The display proposed is a standard 48 sheet size at six metres wide by three metres high.
“The planned advertisement will blend with the existing surroundings. It won’t overpower the area or disrupt the overall appearance of the streetscape.
Since there are no similar displays nearby there’s no risk of having too many of them in the vicinity.
“There are no residential properties nearby.
“The goal is to be unobtrusive and in harmony with the surroundings following all the relevant rules and guidelines. This means that the advertisement won’t negatively impact the overall quality of the area.
“The site is not in a special control zone or a conservation area and it won’t interfere with the location of any listed buildings.
“This further supports the argument that the proposal won’t have any adverse effects on the amenity of the area.
“The proposed display location won’t obstruct highways’ visibility. No interference with traffic signals or road signs is anticipated. LED illuminated advertisements are prevalent in urban areas and familiar to drivers. Similar LED signage is widely used by highway authorities for road safety messages indicating they do not inherently distract responsible drivers.
“Numerous approved 48 sheet LED displays near highways, roundabouts and traffic junctions indicate a safe precedent. Conditions for digital displays are widely accepted and aligned with best industry practices.
“Comparisons of accident statistics before and after introducing LED displays at similar locations reveal no increased accident levels.
“The proposed advertisement is consistent with national guidelines, follows industry best practices and aligns with precedents in similar locations indicating it is not likely to compromise public safety.
“The proposal is in harmony with the planning policy framework.”