FOCUS: REGIONAL MAGAZINES: Rural Press in OA deal with Street Vision

<p>Australia's largest regional publisher has joined forces with a </p><p>fledgling media company to provide a global first in electronic </p><p>billboard technology it hopes will be installed in railway stations </p><p>throughout the major cities of the world. </p><p><BR><BR> </p><p>Rural Press, which holds a large share of Australia's regional </p><p>newspapers, has taken a 50 per cent stake in Street Vision, a company </p><p>which is about to launch a screen projection delivery system allowing </p><p>cinema quality ads and other content to be screened in railway </p><p>stations. </p><p><BR><BR> </p><p>The 3x4 metre live billboards offer advertisers the opportunity to buy </p><p>time to screen TVCs, but are likely also to allow broader advertising </p><p>opportunities in an environment with a captive commuter audience. </p><p><BR><BR> </p><p>Partnering with Rural Press will allow Street Vision to fulfill its goal </p><p>of achieving a global expansion, following the Sydney launch in June </p><p>this year. </p><p><BR><BR> </p><p>SV is planning to roll out the concept into the underground rail systems </p><p>of London, New York, Hong Kong and Tokyo. </p><p><BR><BR> </p><p>Street Vision CEO Tony Crawford said,"We are currently in discussions </p><p>with overseas groups that represent the major markets." </p><p><BR><BR> </p><p>He said Street Vision screens will initially be installed in 10 major </p><p>Sydney CBD railway stations and predicts they will reach up to eight </p><p>million commuters each month - of which 40 per cent are in the important </p><p>AB quintile. </p><p><BR><BR> </p><p>"This is the only medium which can deliver digital video advertising, </p><p>information and entertainment to this group during commuter travel </p><p>times. </p><p><BR><BR> </p><p>In addition, rail will be the most important mode of transport during </p><p>the Olympics," said Mr Crawford. </p><p><BR><BR> </p><p>Street Vision's proprietary technology, which took three years to </p><p>develop, is software designed to deliver digital audiovisual media, as </p><p>well as scheduling and billing. In addition, the company has created a </p><p>network structure, which allows the distribution of media from a central </p><p>location. </p><p><BR><BR> </p><p>"It is effectively a quasi digital TV station, broadcasting in the </p><p>public domain," said Mr Crawford. </p><p><BR><BR> </p><p>"This new medium will boost the growth of the overall ad market, rather </p><p>than take from the existing market spend." </p><p><BR><BR> </p>