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Advertising screens reappear after 15 years

By Jamil Khan

KARACHI: The installation of LED (light-emitting diode) advertisement screens has started again after 15 years. Two have been installed by the CDGK at Bagh Ibn-e-Qasim, near Kothari Parade, and Shahrah-e-Faisal, at the Jinnah hospital intersection.

The first LED video screen in Karachi was installed next to the Hassan Square roundabout by a Dubai-based firm in 1993 but it operated for only a couple of years. The site was abandoned due to lack of maintenance as not a single technician was available which could keep it running.

Nonetheless, the abandoned 20x30 feet structure was not taken down till 2006 when work started on a flyover and approaching roads in the same area began.

According to a member of an advertising agency, the technology is being imported from china, Singapore and USA at cheap rates. The firms are also training local advertisers to install and maintain them. Foreign firms are also giving a three year warranty.

The city government’s local tax department managing advertisements in the city limits has described this as a good omen for the advertising industry.

District Officer Rehan Khan told Daily Times Monday that the sharp glow from the screens which lights up a whole intersection is harmless, and profitable for the industry. “This is modern technology for the city and will give a boost to the business of local advertisers. Hopefully, we will see more use of this technology in the coming days.”

However, responding to a question, he said that they have yet to receive another application for a site, but they will happily grant permission if they do. “Even though these video screens emit a lot of light, their owners have installed their own power generators and they will not affect the power shortage in the city,” said Khan.

They have not identified particular sites for the installation of LED screens in any part of the city. The by-laws and rates will be the same at different sites.

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