Thursday, 1 February 2007 - Titan’s Transvision goes live with new content partner Sky News to offer regionalised breaking news across the UK Transvision, Titan’s market-leading network of giant digital screens in major Network Rail stations across the UK, today launches its new partnership with Sky, offering dedicated news, weather and sport content to two thirds of the UK’s regular rail commuters*. The agreement between Titan and Sky gives commuters the most up-to-date, breaking news service ever seen in UK railway stations, utilising a new technology application which sees bespoke, realtime news delivered individually - and continually - to each of the stations covered in the network.
The nature of the segments carried on the screens will vary across the course of the day, in line with the changing demands of station audiences. For example, content will be skewed towards business news in the peak morning rush hour, and in the evening, more showbiz and sport content will be carried. Seasonal factors will also be taken into account. The service will use Titan’s entire national network of digital outdoor screens at 17 stations across the UK, including nine major London stations terminals and other major cities, including Birmingham, Manchester, Leeds, Edinburgh and Liverpool. Transvision also gives access to a premium audience - 57% of rail users are under 35 and 78% are ABC1.
Another first resulting from the partnership of Sky and Titan will see the placing of regionalised content onto the screens tailored to each station, reflecting the demands of passengers to have sport and weather updates which are most relevant to local audiences. As an example, the results of regional football teams will be displayed prior to other national results, local weather will reflect the location and primary destinations of the stations.
Alison Reay, Joint Managing Director of Titan Outdoor, said: “Our new partnership with Sky brings together the leader in 24 hour breaking news with Transvision, the UK’s only national network for digital outdoor. Our choice of Sky as content partner gives us the ability to regionalize a broader range of content, with news, sport and weather tailored to each station in our Network Rail portfolio. We have offered the most innovative and dynamic digital outdoor campaigns to advertisers over the past six years, and we look forward to taking Transvision to the next level through our partnership with Sky.”
John Ryley, Head of Sky News, said: “Sky News is continually looking for ways to innovate in delivering its award-winning news coverage to audiences. This partnership with Titan on their market-leading Transvision network of screens delivers news to commuters with an unmatched level of tailoring and sophistication. Through TV, online, mobile and now outdoor, Sky News is committed to a strategy of bringing breaking news to audiences, no matter where they might find themselves”
*2 out of 3 frequent rail users in the UK look at Transvision Source: Continental Research 2007