MediaTel

Maiden has secured a deal that will see BBC News 24 broadcast across its Transvision Network of screens in London train stations, after ITN decided not to renew its contract with the group.

The giant LED screens, which are on display at Victoria, Euston and Liverpool Street stations, will begin broadcasting BBC News 24 this week.

The BBC's marketing department is hoping the new initiative will help BBC News 24 reach new viewers, whilst driving take up of its other digital services.

Andy Duncan, director of marketing and communications at the BBC, commented: "This is a great opportunity to raise awareness of BBC News 24 beyond traditional media, and at the same time providing a real benefit to commuters across the UK."

David Pugh, managing director of Maiden, added: "Innovative news content from the BBC will take our service to a new level, especially as Transvision screens are developed in regional railway stations."

It is understood that Maiden is planning to launch the screens regionally in Birmingham, Manchester, Leeds, Glasgow and Edinburgh later this year.

Viacom Outdoor recently released research which claimed that advertising on the London Underground directly influences Tube travellers to buy products (see Underground Ads Influence Tube Travellers).

BBC: 020 8743 8000 www.bbc.co.uk Maiden: 020 7838 4000 www.maiden.co.uk

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