Digital billboard plan stirs debate Some say the signs would be driver distraction

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AUSTIN — The prospect of digital billboards proliferating along highways pitted outdoor advertisers against scenery defenders Thursday at the Texas Transportation Commission, which proposed rules for public comment that would allow the technology.
The proposal, which can be commented on until Dec. 6 and would require another commission vote before it could take effect, would allow the electronic, changeable billboards on highways — with numerous restrictions.
The billboards would be allowed only within municipalities or their surrounding areas. Cities would have to approve each billboard.
The signs would be subject to restrictions including a requirement for each message to be displayed at least eight seconds. A change of message would have to happen within two seconds. Only static messages would be allowed, with no movement of images or flashing lights.
Backers of the technology, including the Outdoor Advertising Association of Texas and outdoor advertising giant Clear Channel Outdoor, said it would give businesses a fresh way to sell themselves through a long-used avenue.
"This new technology is just another way for them to present their business services to the traveling public. That stimulates the local economy, and that's good for Texas overall," said Lee Vela, president of the Outdoor Advertising Association of Texas.
Emphasizing that the proposal would leave the decision with cities, Vela said, "This action gives the cities the right to control their own destiny. That is local control. We think that's a good policy."
Opponents said it's no such thing and that the billboards would pose a new distraction that could not only be unattractive but threaten driver safety by drawing too much attention.
Advocates of the signs contend they pose no new safety hazard and could be used for public-service data.
"The powerful interests lobbying to legitimize electronic billboards want you to change course and drive headlong into their alternative world. This is the same world where drinking makes you cool, smoking makes you macho and credit cards are the key to prosperity and priceless memories of quality time with your children," said Neal Rackleff, board member of the North Houston Association.
"In this alternative universe, somebody actually thinks this visual blight is attractive," Rackleff said, noting that drivers already are confronted with giant inflated gorillas atop car dealerships. "Folks who are in Houston subjected to those gorillas ... would like to not have additional visual blight."
Terral Smith, representing Scenic Texas, said, "Why? Why do we even discuss LED (light emitting diode) signs, or signs that light up?"
Blake Custer, president of the San Antonio division of Clear Channel Outdoor, told the commission that his company is "ecstatic" about the opportunity to use LED displays but, if allowed, would move forward "on a sensitive and balanced basis."
Digital billboards already are allowed on business premises, which fall under different regulations, and municipalities can regulate whether they are allowed off of business premises along city streets, as opposed to state and interstate highways.
In Houston, a longstanding ordinance has prevented new signs off of business premises since 1980, said senior assistant city attorney Larry Schenk. He said he doesn't anticipate that changing in the near future.
Houston officials, in a position statement, said they're satisfied with the current law that prohibits such signs "and we frankly see no reason for the change," Schenk said.
The commission voted 4-0 to publish the rules, with Ned S. Holmes abstaining.
A public hearing is scheduled for Nov. 28. Written comments may be submitted to John Campbell, Director, Right of Way Division, Texas Department of Transportation, 125 11th St., Austin, Texas 78701-2483.


Source: Houston Chronicle Austin Bureau By PEGGY FIKAC