Sony, News Corp. partner to program digital space in Times Square


Sony Corporation of America and News Corp. will partner to program one of the premier digital video spaces in Times Square in NYC.  Utilizing Sony’s strengths in technology, content and services, as well as News Corporation’s broad news, sports and entertainment assets, a wide variety interactive marketing initiatives will be undertaken in the space.

The new 35’x40′ state-of-the-art digital LED screen is located at the highly trafficked intersection of Broadway and West 43rd Street.  The high-definition screen will feature native 10mm pixel resolution and extremely vibrant color, and will be framed by the News Corporation logo at the top and the Sony logo at the base.  ESI Design created the media master plan, including the video templates; the interactive experience for the sign; and the branding motion graphics for News Corporation and its divisions.

The screen’s first big presentation is FOX Sports’ coverage of the Major League Baseball All-Star Game 2010, broadcast live.

In addition to showing rich video content, such as movie trailers, newscasts and commercials, the new screen’s technology will bring the interactive consumer experience to an unprecedented level in Times Square.  Visitors will be invited to submit responses to poll questions via text messaging; that information will provide a dynamic, real-time snapshot of the thoughts and opinions of the ever-changing Times Square population, a capability that is unique among the area’s screens. 

Visitors could also compete against each other in a real-time PlayStation 3 game, broadcast live to the screen, or see themselves displayed live in larger-than-life, high-def video.  The sign will be programmed with even more functionality, including the ability of Times Square visitors to send personalized responses to open-ended questions and post photos directly to the screen.

In addition to placing news updates and their own ads, Sony and News Corporation will also sell other advertising in the space.