We don’t think this is a very bright idea
RESIDENTS’ ANGER OVER GIANT ILLUMINATED SCREEN THAT KEEPS THEM AWAKE AT NIGHT
RESIDENTS have slammed a giant billboard they say is so bright it keeps them awake at night and visible for miles.
The 57ft screen – dubbed Europe’s second largest digital billboard – has been branded a ‘second sun’ by neighbours due to its brightness next to the White City roundabout in Stretford.
Cameron Weeks, who lives on the opposite side of the canal to the advert, said he is kept awake by the giant screen - even when he shuts his blinds.
The 24-year-old, of Pomona, told the M.E.N.: “It keeps us awake at night, even when we close the blinds it still shines through. It lights up the room. It also depends on the colours used in the advert. When the advert is white, it’s really bright.”
According to The Manchester Screens, who own the board, it is illuminated between 6am and 2am on Victoria Warehouse. But Cameron said he wants the billboard near Old Trafford football stadium to be switched off for longer at night.
“I can’t imagine it is very effective advertising when nobody is out,” he said. “In the day it’s fine, but as soon as it gets dark it’s like a second sun. It’s very annoying.”
Chris Gillaspy, a Trafford resident, told the M.E.N. he believes the billboard is a ‘huge distraction’ for drivers. He said he wanted the ‘original’ mural which the board replaced to be restored on Victoria Warehouse.
“They’re a problem as they are too bright and the light pollution can be seen for miles around,” he said. “There are many such offending billboards around Manchester but this is the most prominent.
“If you look directly at it, it hurts your eyes. I live in Trafford and have to drive past it regularly on the way to the gym and it’s a huge distraction.”
The board has become the centre of an online debate after a Reddit user pointed out that it was visible from planes flying into Manchester. “Glad others are upset about this thing,” one user commented. “It’s a blinding, distracting nuisance and should never have been built.”
“It’s so bright I feel like I get an x-ray every time I drive past!” another wrote.
Active travel campaigner Harry Gray, who runs Walk Rise Salford, also raised concerns over the potential distraction to drivers posed by the screens.
“Digital advertising screens are problematic in many ways,” he said.
“First they are a distraction to drivers – it is illegal to use a phone while driving yet digital screens cause huge distractions. They also use a lot of energy, a screen 10 times smaller was recently found to use three households worth of energy.”
A spokesperson for Trafford council said: “The billboard in question does not belong to Trafford council but we will look into the complaint regarding the lighting levels.”
The Manchester Screens did not respond to a request for comment.