Giant ‘media wall’ plan for city centre sparks fears over distracted drivers

Oct 4 2007 by Larry Neild, Liverpool Daily Post

POLICE have expressed concerns about driving safety over a 380ft-long screen in Liverpool city centre.

The dramatic structure, costing £2.25m, will include a massive LED screen more than 100ft long showing moving pictures and advertisements.

It will be the first screen of of its kind in the UK following successful use of advertising screens in Shanghai and Cologne.

The screen, more than 22ft high, will be clearly visible to motorists heading along Lime Street from the London Road end.

Merseyside Police told Liverpool planners they have concerns the moving images may distract drivers. Police also fear there could be shunt collisions.

The council’s highways manager has also asked for assurances the screen will not affect highway safety.

The so-called media wall will cover the front of the Lime Street facade of St John’s Centre.

As well as the big screen, there will be images backing the city’s 2008 culture year.

The application has been submitted by Land Securities, owner of the centre. The company has already won planning consent to improve and extend Clayton Square shopping centre which it also owns.

It also plans a major revamp of St John’s Centre.

Originally, the aim was to have screens along the whole length of the media wall, but during discussions this was reduced to a section of the whole length. Planning manager Nigel Lee wants the committee to approve the media wall for a five-year period.

Mr Lee says the structure will hide what is currently an unsightly view of St John’s car park.

There will be close monitoring of the media wall, involving highways managers and Merseyside Police.