JCDecaux gives M4 Torch LED overhaul

JCDecaux is giving its ‘M4 Torch’ advertising structure an LED makeover in a bid to boost image quality.

The M4 Torch towers over the UK’s M4 Motorway between London City and Heathrow Airports.

JCDecaux will replace two digital screens with LED screens that will be available from October 11, 2010.

The upgrade will provide two (6.75m x 4.5m) screens with a 10mm pitch, delivering an image that is three times the quality of the existing screens.

Spencer Berwin, managing director of sales of JCDecaux, said: “The M4 Torch was the first superstructure in the UK, it went digital in 2007 and it continues to lead the way in roadside digital outdoor. This investment underlines JCDecaux’s commitment to providing clients with the very best display, providing flexible outdoor campaigns that deploy latest in digital technology.”