REPORREPORT
Philips for Stade Velodrome in Marseille
VIDEO&VISUALS
when users want to show HD content on their 192 x 144 LED
video screen and expect a good quality image.” Standard scalers
are invariably optimised for upscaling, downscaling is a whole
different matter and requires a scaling engine with completely
different parameters needing complex, dedicated technology to
achieve the highest quality images. Peter Ed, Managing Director
of Light Emissions considers some other interesting aspects in the
image processing chain: “As the mainstream audiovisual world is
rushing towards higher and higher definition, there is a fascinating
race in the application of new low resolution technologies. The
displayLED for Austrian ski resorts
technique of deliberately separating pixels has since seen many
interesting uses. Suddenly the display format becomes freeform in
case as yet, Barbara Neate notes: “The business case for a major three dimensions, walls no longer have to be flat. With the latest
entertainment venue such as the 02 arena or indeed many football generation systems, the actual display can be mounted practically
stadiums is to enhance the visitor experience but may be limited in anywhere without structural support. Physical separation provides
terms of earning potential from direct advertising. In these cases, another 3D aspect to this technology.” What is clear though is
the financial benefits are more likely to be derived from the rein- that the main intention of low resolution screens is not to seek
forcement of the client’s brand image. Where there is a financial sharp, unpixellated images, rather to emphasise colour, texture
business case is most likely to be in the area of general stadia. and movement. Used on a large scale, perhaps enveloping a
Here pitch side banners offer the opportunity to convey advertis- viewer, it can elicit strong reactions, which would be the intention
ing material. At Chelsea FC both aspects have been deployed with when used in museums, retail and any facility where an audience
large Vidiwalls offering the experiential element while the pitch reaction and interaction is desired. Taken a stage further, displays
banners offer the financial benefit via advertising”. Koen Bos- can be made physically adjustable. Carl Rijsbrack: “A brand new
suyt, General Manager, XL-Technologies is involved in all market application in the LED market walls is transformable LED, as seen
sectors and applications of LED displays: “In the entertainment on the U2 360° tour. The display featured 500,000 of Barco’s
industry the business case is simple: does it fit the budget for the FLX-24 pixels. They were built into a transformable structure,
set design? In Sports in Europe, it remains partially a prestige and making it possible for the screen to expand and transform during
service item, in the better cases, generated revenues can pay back the show.”
the investment. Added value needs to be found in information and The deployment of large LED walls for a wide variety of applica-
entertainment, not in the direct additional advertisement profits. tion within the entertainment industry is evident from the vast
For pure advertising, it remains a difficult exercise: larger Out-of number of installations already made. This trend will continue as
Home companies will only adopt the technology when cost and new, even more creative ideas for them are imagined and carried
resolution enables them to make a solid business case, which isn’t out, and as the technology evolves to an even higher level. With
yet proven.” the all-encompassing use of high definition video throughout the
One of the most important factors in successful deployment of world, the most likely path into the future for LED displays is to
large LED screens is in the use of appropriate and high quality im- see greater levels of sophistication of image handling so that even
age processing, as explained by Tim Brooksbank, Chairman of Cal- more exciting effects will be created and a greater degree of com-
ibre (UK): “Apart from a few massive prestige installations most bination of live and recorded video with special graphic effects.
LED video screens have a relatively low native resolution, typically Making this an extremely exciting industry in which to participate.
a quarter VGA or less. The result of this is that incoming image
content needs to be downsized by the video processor, especially
www.newmediaimage.co.uk /
steve@newmediaimage.co.uk
034 January / February 2010
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