CA Digital Billboard Legislation is DOA
Followup on Proposed OOH Pilot Program in CA Legislative Committee
Epic Favorable Digital Billboard Legislation Dies in Committee
Followup from our post last week→ California State Legislature Considers Epic Favorable Digital Billboard Exemption.
The California State Legislature, which was considering a program to replace 25 digital state-owned and operated signs along freeways, with state of the art digital screens running commercial ads in addition to traffic warnings, has been tabled. The opposition to the legislation was too great. The vote never made it out of committee. It was the only proposal before the Senate Transportation Committee which was not voted on. All other proposals before the committee were passed.
The result of the failure of the Digital Billboard Exemption, is the legislation will not happen this year and very unlikely it will happen in the near future.
If the law had passed, it would have required California Transportation to accept a pilot program partnering with private firms (speculated to be Foster Interstate Media and Outfront Media) replacing 25 state digital traffic warning signs with digital screens displaying advertising together with public service messages the units were initially built for. The partnership agreements would have provided half of the profits from the advertising to go to the state.
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