VISAKHAPATNAM: A walk on the beach road in the evening, and you are sure to get attracted to the moving colourful images on a huge screen. The latest attraction on the road behind Annamayya statue opposite submarine museum facing the Police Club is an LED screen displaying commercials. Those fond of the LED (light emitting diode) screen in the Tenneti Park will find a similar screen a visual delight. Right now the trials for the screen are going on and it will be launched shortly.

LED video screens are becoming very popular for music concerts, festivals, fairs, shows and the sporting events. They are ideal for the situation where the site sponsor does not want to spend huge amount of money or where there is no need for a permanent viewing screen. Hyderabad-based MIC Electronics, a major player in LED display systems, for the first time established a giant LED video display at Tenneti Park in the city. The company under the supervision of GVMC's engineering wing has developed the screen.

Agreement
According to a GVMC official, MIC Digital Media Vizag Pvt. Ltd, a subsidiary of MIC Electronics, was given permission to install the screen having a size of 20ft x 14 ft . The initial contract is for five years subject to a review after three months from the date of issue. As per conditions in the agreement, the company has to bear the expenditure for erection of the display board and 15 percent of the charges paid by the advertiser for displaying the commercials need to be paid to the GVMC. The display of programmes is allowed from 4 p.m. to 10 p.m. A control room has also been set up to facilitate the LED operation. The company can display the commercial advertisements for not more than 10 per cent of the permitted time. GVMC's advertisements will be displayed free of cost . The revenue stream expected from the LED in the first five years is Rs.25.5 lakhs, Rs.28.05 lakhs, Rs.30.60 lakhs, Rs.33.15 lakhs and Rs.35.7 lakhs respectively. As per the contract, GVMC has already received Rs.3,82,500 on June 5. The project trials have been successful so far. Director of the MIC Digital Media Vizag Pvt. Ltd. K A. Prasad says, "The response to the LED screen at Tenneti Park was overwhelming and Vizagites are sure to love this one too."