The Los Angeles City Council, on Friday, approved a plan for the installation of about 80 digital billboards on properties owned by Metro throughout the city.  As reported by My News LA, the Council members voted 10-4 to amend city law to establish the Transportation Communication Network, a Metro program that will establish a network of transportation communication structures and digital displays, equipped with intelligent technology components.

Insider initially reported on the Metro proposal in February 2023. You can read details on the plan at this link.  The program was billed as a way to make traffic move more smoothly by providing public safety alerts and information on bottlenecks. It also had the potential to generate $300 million to $500 million in advertising income over a 20-year span, according to Metro officials.

With the Council approval digital billboards will go up at or near city landmarks and Metro stations, such as Union Station, Pershing Square, Universal Studios, LAX and adjacent to freeways. Under the program, nearly 200 existing, static billboards will be removed in exchange for the new digital signs.

It should be noted that Dustin Batton, executive director of Scenic Los Angeles, part of the national nonprofit Scenic America, told City Council last week he could not begin to “express our disappointment on the rushed effort to slam this ordinance through committees and council. This contract is currently 20 years long. None of you will be on the council in 20 years, but all of us will be impacted by your decision,”

Insider’s Take: Scenic America may be upset, but this is a win for the city.  Much needed revenue will be headed to Los Angeles as well as an overall reduction in the number of billboard structures in the city.

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