This is clever – a stadium LED board that changes orientation based on a schedule and type of content, and pivots so that it’s viewable from different angles around the grounds.
The stadium screen is up at Carrow Road, the home of Norwich City Football Club, which plays in the 2nd tier of pro soccer in England (they were unfortunately relegated from the Premier League at the end of last season).
It’s a product of the UK firm ADI, and called an Epoch 400, a 45-square metre high rez screen that measures 400 diagonal inches. The first of its kind in world football, says ADI, it has the ability to revolve between portrait and landscape formats to suit different forms of content. Fans can see pre-game stats, news, player profiles and team line ups delivered in a larger portrait format, with players displayed at a huge 9 metres in height.
Ahead of kick-off, the screen revolves to become a traditional landscape display, allowing fans to follow the match and view replays throughout the game.
Crucially for Norwich City, the Epoch screen also rotates to face different sections of the stadium at key moments, such as goal replays, to create a more inclusive experience for fans who wouldn’t ordinarily be able to view the content.
“For the majority of large sport venues, there is no single point at which a screen can be positioned so that it is visible from all sections of the stadium,” says ADI’s Geraint Williams. “Our new Epoch screens have the ability to rotate a full 360 degrees, meaning that it can be moved to face any stand in the stadium. This means that more fans are able to benefit from the big screen experience and the club’s commercial partners are able to reach a wider audience more effectively.”
It’s an interesting concept for the digital OOH LED board sector, on roadways that are busy on one side going into a central business district in the mornings, and busy on the other side for the drive home (maybe it’s been done … dunno).
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.