Following on from the success of The Gate in Newcastle (see L&SI June 2003), the same creative team came together to deliver the high-tech elements: Immedia Systems looked after the installation and system management, with The Foundation Design as content partner, Point of Purchase TV responsible for content management and Kudos Digital Group handling the remote management and scheduling software.
Immedia, the AV arm of Northern Light, designed, supplied and installed the advanced presentation and integrated control systems for the Bullring with The Foundation Design creating the on-screen visual identity. At the heart of the system is a 28-screen network, which went live on the centre's opening day and was seen by over 1.5m visitors in the first week alone. The network uses 61" plasma screens placed in strategic high traffic areas on different levels and at exits throughout the centre, along with smaller screens in the lifts.
Richard Passman, Immedia's project manager, told L&SI: "Working to a budget of £300,000, the brief was to provide a 28-screen network that had to convey the Bullring image, be of enough scale to ensure adequate coverage of the customers - oh and eventually pay for itself!" The Bullring is also the first installation of Immedia's Network Media Player - MP1800, designed and built in-house and created to mount on the back of a plasma screen. It runs the Kudos Player Application.
This is also the largest roll-out of screens in one centre with a completely scheduled and automated 11-hour day, featuring live national and local news feeds, weather, train and traffic information and details of forthcoming events, along with navigational guides for getting around the centre and local travel bulletins.
(Ruth Rossington)
