What License Do You Need To Start a Digital Signage Network: Expert Answer

October 15th, 2007 Nurlan Urazbaev

Andrey Kazakov asked this question last week: “Is there some special license that needs to be obtained to operate Plasma screen network in Canada (and particulary in BC)? I intersted in contacts with small scaled Digital Signage network operators in British Columbia
Cheers,
Andrey”

Rob Gorrie of ADCENTRICITY provided the following substantial answer:
Let’s separate out the 3 types of screen networks that reside under the caption “OOH” (Out Of Home):

1.) Outdoor Digital (roadside (rural/urban) digital signage “LED” type boards)

2.) Place-based (LCD/Plasma screens in Doctors offices, Restaurants, Health Clubs, etc)

3.) Retail (Digital LCD/Plasma in Convenience Stores, Grocery, Pharma, etc)

Retail and Place-based are pretty green field right now.  There aren’t a lot (if any) “Government”/”CRTC”/”FCC” rules governing the operations of these networks because, fundamentally, these are closed networks, operated privately….so no one in the regulation business really has a foothold here. It’s also too small for their scope and it’s too new so the regulatory business hasn’t caught up to it yet.  If we are all responsible about how we operate these networks, they never will have to get involved in our industry.

The only areas you have to be aware of is on the content/advertising side.  E.g. you can’t “rebroadcast” someone else’s signal or program without getting permission or paying for it.  In addition, there are industries that are very governed, such as pharmaceutical advertising, that have very stringent rules as to what you can/can’t say on the screens.

The “Outdoor” side of Digital Signage is a different game (Big Outdoor LED signs).  Not only are these subject to their own “laws” as to how they can operate, those “laws” change from province/state to province/state and city to city.  You don’t necessarily need a “license” in all areas but you do need permission from municipal, provincial/state and federal regulatory bodies, depending on where your signage is located.  The US also seems to be more amenable to this form of advertising than Canada.

Different provinces/states also have different concepts of what Digital Signage is.  Some only allow still image transitions on the digital boards and others allow motion.  You have to operate each accordingly.

As for Digital Signage Network operators in BC, I know a couple and would be happy to introduce you if you want to send me an email at rob {at} adcentricity.com.  I’m very interested in meeting some more Networks there as well Andrey as it seems that most of BC lags behind the rest of the country in Digital Signage Network implementations and I’d love some more coverage past the rockies.

Regards”Rob 

Thank you Rob!

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