The Dallas City Council is currently weighing a new ordinance proposed by a coalition of advertisers, led by Clear Channel. While allowing new digital signs, the change in regulation would reduce the overall amount of billboard space in the city: preliminary guidelines recommend removing three square feet of traditional signage for every single square foot of digital signage added.
However, critics argue that digital signs consume large amounts of electricity and may have dangerous effects of drivers. They are also skeptical of industry pledges to observe Texas Department of Transportation guidelines banning moving images.
Rudolph Bush reports:
'Critics worry that some in the industry will ignore those guidelines once the signs are up. [The assistant director of the city's Development Department] acknowledged the city already has trouble enforcing code on digital signs that belong to car dealers and other businesses in Dallas.'
The Council will make a final decision in early 2011.