News Corp. and Sony have partnered to program a new 35-ft. by 40-ft. LED screen at Broadway and 43rd in Gotham’s Times Square, where Sony’s own JumboTron resided 1990-96.
Announcements include Tuesday’s broadcast of baseball’s All-Star game and 16,000 commercials over the next two weeks bought by Turkey.
As the city has closed off more and more of Times Square to cars, the increased foot traffic has been good news for lucrative outdoor advertising. Though Sony declined to provide any financial information about its screen, Neutron Media’s nearby CBS Superscreen lists on its ratecard a price of $79,950 for a 32-day program of 576 30-second spots during the Christmas season (that’s one spot per hour for 18 hours a day).
Sony plans include hosting PS3 tournaments, ad spots and News Corp. material.