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Network Rail claim digital billboard would provide ‘positive benefits’
Dozens of objections have already been made to a proposed new digital advertising screen.
Close to the arches within the Montpelier Conservation Area, the new electric screen would be erected on land owned by Network Rail.
The applicants say that “the overall aim of the advertisement upgrading project is to replace like for like, with no adverse impact on visual amenity or public safety”.
is needed now More than ever
One of the “wide range of benefits” Owen Pike of Queen Square-based commercial property consultants Sanderson Weatherall gives for the digital screen on Cheltenham Road is a reduction in vehicle trips for reposting paper adverts.
This comes ironically in the same month that Bristol mayor Marvin Rees posed for a photo opportunity with Out of Hand commercial director Nigel Muntz, who is currently testing an electric van on loan from the city council to carry out his business specialising in outdoor advertising which uses this very spot for putting up posters.
Two billboards are currently in place on Cheltenham Road opposite the Cat & Wheel pub – photo: martin Booth
In a post on their website, Adblock Bristol said: “In a part of Bristol where debates about gentrification, land ownership and the right to public space are more relevant than ever, the intrusion of more corporate advertising is unlikely to be welcomed.
“Public safety is a major concern at the site, with several pedestrian crossings, a complex junction and a school nearby that would be affected as the screen fulfils its primary objective – to distract anyone driving, cycling or walking past.
“With 49 road traffic incidents in the last five years at this site, including a serious collision in 2020, is more distraction really what’s needed?”
A number of smaller advertising boards on nearby Station Road could also be removed as part of Network Rail’s plans, “providing a tangible improvement for the visual amenity of the locality” – photo: Martin Booth
Pike’s letter to Bristol City Council said: “This application is part of a project to rationalise and bring Network Rail’s stock of poster and paste billboards into the 21st century.
“The proposal will reduce the number of adverts at the site. Whilst the size of the new sign will be the same size as the sign it will replace it will be marginally higher and moved to the east where the existing sign to be removed is located.
“As such, the established acceptability of an advertisement in this location should not materially change. Commonly used standard conditions can be employed to appropriately control the luminance and operation of the digital screen to ensure that no material harm to amenity or road safety would occur.
“For these reasons and the positive benefits set out above, it is considered that the application should be granted express advertisement consent.”
To find more details about the application, visit pa.bristol.gov.uk/online-applications/search.do and enter code 22/01084/A
Main photo: Martin Booth
Read more: Campaigners demand ‘intrusive’ digital billboards overlooking M32 are removed
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