SourcE: http://www.thestar.com.my/News/Community/2014/03/21/Too-much-distraction-Motorists-find-billboards-interfering-their-journey/
(BY SHEILA SRI PRIYA, 21/3/2014)
Digital
billboards have become a common sight in the Klang Valley and can be spotted in
Bangsar, Jalan Bukit Bintang, Jalan Kelang Lama, Jalan Universiti and the
Federal Highway.
However,
there have been complaints that the bright lights emitted by these billboards,
their inappropriate placement and unsuitable locations pose a safety hazard.
Some play movie trailers, making them even more distracting to motorists.
Public
view
Long-time
Bukit Bandaraya resident Datuk Mumtaz Ali said she disagreed with the placement
of digital billboards on busy roads as they could be very distracting,
especially at night.
“The
digital billboards are all over Bangsar and a resident recently met with an
accident after mistaking the billboard for traffic lights while crossing the
road,” he said. He added the Road Safety Department and Public Works Department
(JKR) should review such forms of advertising.
Mumtaz
said he raised his concerns about three years ago with Kuala Lumpur City Hall
(DBKL) when such billboards were first introduced.
A
spokesman from Bangsar Shopping Centre said the digital billboard did not
belong to the mall.
“We
were not consulted before they were placed there. “Bangsar is a residential
neighbourhood and it would be more appropriate for such large billboards to be
put up in commercial areas,” said the spokesman.
Collin
Walter from Jalan Puchong, Kuala Lumpur wrote to StarMetro complaining
that the digital billboards were a distraction to motorists. Walter said the
panel digital billboards attached to lamp-posts on the Federal Highway were a
safety hazard. He said the digital billboard at the junction of Jalan Kelang Lama
and Jalan Puchong were also inappropriately placed.
“I
am really shocked they were approved because it disregards driver safety and
overall road safety. The display panels are bright and will certainly capture
drivers’ attention. Motorists’ attention should be on the road and the traffic.
If the authorities are issuing summonses for the usage of mobile phones while
driving; isn’t the digital billboard also a distraction?,” he asked.
Petaling
Jaya Section 5 Residents Association president Rafiq Fazaldin said there was no
need for such billboards to be located on main roads. “In Petaling Jaya, there
are already two-dimensional billboards along the Federal Highway. I think even
they are a form of distraction to motorists, why make it worse?,” he asked.
Yong.
L.C. said the digital billboards were designed to grab viewers’ attention by
flashing brightly with engaging visuals, which can interfere with drivers’ focus.
‘‘The
danger posed is worse at night as they look brighter. It is usually less
congested at night and drivers have a tendency to speed,” he said.
Owners’
view
Big
Tree Outdoor Sdn Bhd CEO Jeff Cheah said the company only owned two outdoor
digital billboards and both were licensed. One of them is located outside BSC.
“In
my opinion, digital billboards do not pose any danger to road users if
correctly installed. Only areas with static or low- speed traffic are suitable
for digital boards with moving images, such as road junctions.
“Our
screens are equipped with the latest technology so that the brightness is
automatically adjusted according to the time of day,” he said, adding this was
to ensure the lights were not too glaring at night.
He
said digital billboards along highways and busy roads should not be placed one
after another.
“There
should be no moving images, to minimise distraction to motorists,” he added,
noting that digital billboards were common in developed countries.
Sky
Blue Media Sdn Bhd managing director Manikandamurthy Velayoduam said the
company abided by guidelines set by the authorities. “We obtained approval from
JKR and the local authorities first. After installation, the authorities
carried out a full inspection to ensure the safety of motorists,” he said. Manikandamurthy
said LED panels were more eco-friendly.
“They
reduce the use of vinyl bunting. The consumption of electricity is 80% lower
for LED panels,” he said.
He
said the company avoided the use of distracting elements as far as possible.
“So
far there have been no reports of untoward incidents caused by the LED panels,”
he said.
Authorities’
view
Segambut MP Lim Lip Eng said there were no
regulations for digital billboards.
“I
urge City Hall to come up with guidelines on where such billboards can be
placed and take into account public concerns.”
Road
Safety Council member Tan Sri Lee Lam Thye said anything that caused a
distraction on the road was a no-no. “Advertising agencies should ensure these
digital billboards do not distract motorists,” he said.
A
DBKL spokesman said digital panels were practical and cost effective.
“The
same panel can display different advertisements. Each advertisement runs for
about 30 seconds before it changes. However, City Hall will take note of the
issues raised by the public, especially the brightness of such panels,” he
said.
A
Petaling Jaya City Council (MBPJ) spokesman said it had not given any approval
for the use of digital billboards.
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