CBS, Turner Install Video Screens In N.Y. Subway Hubs To Promote March Madness
CBS Outdoor and Turner Broadcasting have "teamed up to bring a little dazzle to the New York City subway system" in what is "being billed as the biggest underground digital out-of-home network to date," according to Anthony Crupi of ADWEEK. CBS Outdoor has "installed 10 big video screens in some of Manhattan’s busiest commuter hubs." The screens -- five-and-a-half feet high by three-feet wide -- have "been deployed ahead of CBS and Turner’s joint March Madness coverage." While the screens have "been set up to maximize impressions in advance of March Madness, the deal will keep the units lit" through at least March '15. Turner Senior VP Dennis Camlek said that the video loops are "about five minutes in duration, and all content is fed to the displays" from Turners' Atlanta HQs. He added that content can be "swapped out practically in real time, with a lag of 30 seconds at the most." Turner is using the screens to promote the hoops tourney, as well as the new CNN docuseries "Chicagoland" and the TNT dramas "Rizzoli & Isles" and "Dallas." Publicis Groupe's MediaVest is the agency "behind the effort" (ADWEEK.com, 3/10).