The developer who put up an 88-inch TV screen near a busy crossroads in the city to advertise new homes at the Bath Press site has been refused permission to keep it.
The screen installed at the Bath Press site | Photo © Bath Echo
Concerns were raised back in June by some drivers who felt the brightly-lit screen on top of the sales office could be a hazard for motorists at the junction where Windsor Bridge Road and Brook Road meet Lower Bristol Road.
At the time, Bath & North East Somerset Council told the Echo it would be talking to developer City & Country as no planning application had been received.
The developer said most of the temporary advertising signage came under permitted development but subsequently put in a retrospective application, maintaining that the digital display on the corner of Lower Bristol Road and Brook Road is not a “prominent” feature and would not impact on nearby homes or road users.
This week, council planners said that although the totem sign, billboard signs and flags are acceptable, they were refusing advertisement consent for the large screen three metres up which faces signalised crossroads on a major arterial route and could impact public safety, as well as cause harm to the area.
The screen across the junction | Photo © Bath Echo
They say in their report: “The World Heritage Sites derive value from the high quality, homogenous Georgian townscape, landscape setting and carefully managed nature of the overall urban environment which contributes to recreation and relaxation within the historic spa city.
“The digital advertising display would be an overtly commercial and modern feature, appearing prominently throughout the day and night, announcing commercial interests.
“It would not reflect high quality and traditional Georgian townscape, the landscape setting of the city or the carefully managed nature of the overall urban environment.”
The modern style of advertising, which includes regularly changing video and imagery that is backlit, was described as “at odds” with historic architecture nearby, including the façade and chimney of the former Bath Press printworks, as well as the Royal Oak pub.
The report also highlights there are recent residential developments immediately opposite the site such as Signal Box Yard and Spring Wharf: “The digital advertisement will be visible from windows of adjacent residential properties, especially in hours of darkness due to illuminated nature.
“This will increase awareness of the advertisement to surrounding occupiers including in sight from neighbouring homes. This will be harmful to the visual quality of the area as perceived by the people living there.”
The display is described as an “unsympathetic and incohesive” installation projecting from the roof of the sales office building, and the brightness exceeds the nationally advised level by the industry body.
The planning report also notes that the council’s transport development team objected as the constantly changing imagery and text increase the risk of driver distraction, and therefore the likelihood of collisions.
“This is a particular concern for those motorists approaching the signalised junction from Windsor Bridge Road.
“It is noted that there is evidence of higher number of road accidents at this junction prior to installation of the digital display, indicating it is a location where full attention on road conditions is required to ensure public safety.”
The developer was advised that the application was being recommended for refusal, but chose not to withdraw it.
