6)
Brightness limit
The maximum steady brightness of the illumination of the advertisements shall not exceed 280cd/m2 between dusk and dawn and 600cd/m2 at other times.
Reason - To accord with policy CR4 of the Consolidated Local Plan as an advertisement of greater brightness would be unduly obtrusive and would be detrimental to the amenity of the area.
7)
Frequency of adverts
The advertisement shall change no more frequently than once every 10 seconds and shall not include any animation or exposed cathode tubing.
Reason: To ensure acceptable impact upon public safety and the amenity of the area, and to accord with Policies CL1, CL2, CL3 and CR4 of the Consolidated Development Plan
8)
Breakdown
The screen shall be designed so that, in the event of breakdown, it shall automatically power-off to prevent flashing error messages being displayed, and it shall be so maintained.
Reason: To ensure acceptable impact upon public safety and the amenity of the area, and to accord with Policies CL1, CL2, CL3 and CR4 of the Consolidated Development Plan.
9)
No moving images
The digital sign shall not display any moving, or apparently moving, images (including animation, flashing, scrolling three dimensional, intermittent or video elements).
Reason: To ensure acceptable impact upon public safety and the amenity of the area, and to accord with Policies CL1, CL2, CL3 and CR4 of the Consolidated Development Plan.
10)
Intervals between advertisements
The interval between advertisements shall take place over a period no greater than one second; the complete screen shall change with no visual effects (including swiping or other animated transition methods) between displays and the display shall include a mechanism to freeze the image in the event of a malfunction.
Reason: To ensure acceptable impact upon public safety and the amenity of the area, and to accord with Policies CL1, CL2, CL3 and CR4 of the Consolidated Development Plan.
11)
No advertisements to resemble traffic signals
The digital sign shall not display any advertisements which would resemble traffic signals.
Reason: To ensure acceptable impact upon public safety and the amenity of the area, and to accord with Policies CL1, CL2, CL3 and CR4 of the Consolidated Development Plan.