City & Country, which is redeveloping the Bath Press site for housing, is trying again to get permission for a TV advertising screen.
The screen installed at the Bath Press site | Photo © Bath Echo
In August we reported that the developer, who put up an 88-inch TV screen near busy crossroads to advertise new homes at the site, had been refused permission to keep it.
There were concerns that the brightly-lit screen on top of the sales suite could be a hazard for motorists at the junction where Windsor Bridge Road and Brook Road meet Lower Bristol Road.
Bath & North East Somerset Council planners said that although the retrospective application for signs and flags was acceptable, they were refusing the part seeking advertisement consent for the large screen facing the signalised crossroads on a major route which could impact public safety.
They were also concerned that the backlit changing video and imagery was “at odds” with historic architecture nearby, including the Royal Oak pub and former Bath Press retained façade.
They described the digital advertising display as “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 screen across the junction | Photo © Bath Echo
They also said the brightness exceeded the level nationally advised by the industry body.
Now a new application from City & Country says: “Notwithstanding our consideration that the TV based on its previously submitted details is acceptable, following the refusal, a number of changes have been made to the operation of the TV to reduce further its potential impact on local amenity and public safety.
“Firstly, a static image has been selected to display between 9pm and 7am. The TV, it is understood, is more visible to drivers during darker hours. Having static lighting during these hours will significantly reduce any risk of distraction to drivers.
“It is considered that to have a static image is the equivalent to any other road sign, with slightly increased visibility owing to its illumination.
“Secondly, the video that is played in the remaining hours has been significantly slowed down. Again, we suggest that this poses less of a potential distraction to drivers.
“The resulting advertisement’s impact upon road safety, as well as the impact on the historic environment, is considered to be reduced further as a result of implementing these changes.
“We would therefore invite the LPA [ local planning authority] to reconsider the TV screen as an appropriate form of advertising at this location.”
The planning reference is 25/03878/AR. The deadline for comments is 28th October.
