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MTR* advertising
Production GuidelineRevision 1.1
Updated on 18-Nov-2016
1/ Introduction 3
2/ Production Guideline
2.1 Panel Video Production 4
a. General Guideline
b. Creative Guideline
c. File Output Guideline
2.2 Video specification 5
2.3 DPZD Sticker Extension Production 6-8
a. Sticker Extension Production Guideline
Causeway Bay Station
Central Station
b. Sticker & Panel Mismatch Handling 9
2.4 DPZD Floor Sticker Production 10
a. Floor Sticker Production Guideline
2.5 DPZD Bunting Production 11-12
a. Bunting Production Guideline
3/ Censorship and File Delivery 13
4/ One-stop Service Solution 14
Table of Contents
2
1. Introduction
Digital Panel Zone Domination (DPZD) is placed at various strategic
locations in MTR System*. They allow motion within the panel and
offer creative flexibility which attracts the attention of MTR
passengers.
Product Features of DPZD:
• 2-3 pairs of HD Plasma Panel located in 2 high traffic stations
• Causeway Bay Station – Times Square, Sogo, Hysan Place
• Central Station – The Landmark, IFC
• Giant 65” panel in pairs to display animated images
• Accommodates animated ads, rotation of multiple visuals and image-flow execution
• Poster extension with bunting and floor vision enhance creative flexibility and domination
impact
Before proceeding to digital production, it is recommended to have a thorough understanding of the
following guidelines and specifications. All booking details should include advertisement duration
and locations and must be confirmed with the JCDecaux Sales Team before action.
3
*MTR System includes Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line,
Tseung Kwan O Line and Disneyland Resort Line
2. Production Guideline
A. General GuidelineA1. The client / agency should provide all media files.
A2. Digital Panel Zone Domination does not accommodate audio support and sound effect.
B. Creative GuidelineB1. Digital Panel Zone Domination consists of 2 or 3 pairs of 65-inch TV panels installed vertically for
advertisement display.
B2. Digital Panel Zone Domination is designed for motion graphics / animation to be presented across
all screens.
B3. Key images such as a talent, a product or a brand displayed across separate panels are not
acceptable except background image.
B4. TVC is acceptable only when clause B3 and is conformed.
B5. Video should be displayed in full screen mode only.
B6. Strong light, flashing, sparking or rapid movement of image effect in the creative, visuals or image-
flow execution should be avoided.
B7. Digital Panel is designed for video, animation and image-flow presentation. All static images,
neither partial nor full visuals that compose the overall advertisement, are not accepted. Static
image is defined as any visual displayed at the same location on a single panel without any
movement for 2 seconds or above.
B8. Special visual which simulate technical failure (e.g. Snowy visual effect, signal lost) and may
mislead / irritate the audience should be avoided.
B9. Three different Panel Arrangements / Creative need to be submitted for each campaign.
C. File Output GuidelineC1 If the output file(s) consist more than one part or create in a self-looped format, a transition effect
in between each file conjunction is recommended for ease transition.
D2. Recommend to submit native HD file. Conversion from low-resolution sources to HD format should
be avoided. Cropping and enlarging video file should be avoided.
D3. It is recommended to round up the duration of all video files in second (1 second is equivalent to
25fps (e.g. 7 sec in 25 fps frame rate setting, the video duration should be 175 frames).
D4. Media file should be encoded by Adobe Premiere or Windows Expression Encoder 4.
The above guidelines are subject to change by JCDecaux Transport due to changes of the guidelines
from the MTR. For details, please refer to the Terms and Conditions from all our current rate cards and
sales materials. All the artwork and displays are subject to final approval and confirmation from the MTR
before posting.
4
2.1 Panel Video Production
Panel Production Guideline
Video Format:
Windows Media
Codec ID: Windows Media Video 9 (WMV9)
comply with main profile (MP) levels in VC-1 specification
Resolution: 1,080 x 1,920 Pixels
Bit Rate:
8,000 kbps (min.) - 9,000 kbps (max.)
(Including audio effects) in Variable Bitrates Mode
* Bitrates Value and mode may subject to modification based on the trial result for
optimized performance and visual quality
Remarks: a. Frame Rate: 25 fps
b. Code ID is WMV3.
c. Media file should be Encoded by Adobe Premiere or
Windows Expression Encoder 4 #1,2
#1 Higher version or compatible versions generated by other Windows Expression
Encoder is not be accepted#2 The media file encoded by encoder other than Windows Expression Encoder 4
is not recommended even if the encoder is designed by Microsoft.
2. Production Guideline2.2 Panel Video Production
Video Specification
5
2. Production Guideline
6
2.3 DPZD Sticker Extension Production
a. Sticker Extension Production Guideline
Location: Causeway Bay Station
Site: Jardine’s Crescent (Exit F)
Sticker extension needs to cover the right corner of VE panel
Digital Panel Sticker
Wall Skirting
1A 1B 1C 1D 1E 1F
2. Production Guideline
7
2.3 DPZD Sticker Extension Production
a. Sticker Extension Production Guideline
Location: Central Station
Site: Platform up to St. George’s Building (Exit F)
Digital Panel Sticker
Wall Skirting
Sticker extension need to cover the left corner of VE panel only.
NO sticker extension is needed for Right corner of VE panel.
1A 1B 1C 1D
2. Production Guideline
8
2.3 DPZD Sticker Extension Production
a. Sticker Extension Production Guideline
For the dimension of Digital Panel Zone Domination Sticker Extension, onsite
inspection and measurement are compulsory for contractor before installation.
Protection measures must be applied by contractor on the panels before
sticker installation.
Special attention should be given when die-cutting the sticker for the TV panel.
No scratch mark is accepted or the contractor will be subject to penalty.
Protection measures must
be applied
For details of the Site Inspection & Measurement, Method Statement,
Installation & Removal of Sticker Extension, please refer to “MTR Feature Ads
Installation Guideline for Contractor”
2. Production Guideline
9
2.3 DPZD Sticker Extension Production
b. Sticker & Panel Mismatch Handling
To ensure DPZD panel videos match with the sticker extension,
Production House shall arrange a site inspection on the launch day
and send the revised video file (if any) for the mismatched panel to
JCDecaux for rectification.
Matched Mismatched
Sticker
Extension
Panel
2. Production Guideline
10
2.4 DPZD Floor Sticker Production
a. Floor Sticker Production Guideline
All the tactile guide path shall leave 450mm clearance space
For details of the Site Inspection & Measurement, Method Statement, Installation &
Removal of DP Zone Domination Floor Sticker, please refer to “MTR Feature Ads
Installation Guideline for Contractor”
2. Production Guideline
11
2.5 DPZD Bunting Production
a. Bunting Production Guideline
Headroom clearance 2350mm/H
Bunting should not block MTR signage, Ventilation shaft, CCTV or Smoke
detector. (clearance space, 6m is recommended).
MTR will assess the weight of the bunting and confirm if the bunting can be
hanged on ceiling sub frame or otherwise anchor bolt fixing is required.
False Ceiling shall not be the fixing point(s) or supporting point(s) for any Feature
Ads installation unless written approval is received.
A Maximum number of 3 buntings can be installed on the specification location for
Causeway Bay Digital Panel Zone, stated as below:
For details of the Site Inspection & Measurement, Method Statement,
Installation & Removal of DP Zone Domination Buntings, please refer to “MTR
Feature Ads Installation Guideline for Contractor”
Causeway Bay Digital Panel Zone
2. Production Guideline
12
2.5 DPZD Bunting Production
a. Bunting Production Guideline
A Maximum number of 14 buntings can be installed on the specification location
for Central Digital Panel Zone, stated as below:
Central Digital Panel Zone
3. Censorship and File Delivery3.1 Censorship
Artwork must be submitted for approval and processing by JCDecaux Transport and OFNAA 12 working days
prior to commencement. No advertising material can be posted in the MTR station without artwork approval.
Late submission of artwork may result in delay of posting and forfeit of display time which the advertiser and/ or
its advertising agency will bear full responsibility. JCDecaux Transport will not be responsible for any resultant
delay.
Please send the finished artwork in CD/ DVD-ROM or via ftp to:
Ms. Winki Chow(Senior Traffic Officer)
JCDecaux Transport
14/F, Oxford House, TaiKoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Email: [email protected]
Direct line: 2862 7295
* Output file for onsite trial is set of video based on the finalized & approved creative. Files are used for technical trial and
onsite actual deployment prior campaign launch.
# Final Output file is set of video with minor fine tuning / necessary modification based on the trial result and technical advise
Important Deadlines
Video submission for censorship - 12 days prior to campaign start date
Output file submission for onsite trial – 10 days prior to campaign start date
Final output file submission - 3 days prior to campaign start date
Submission deadline for the above material is set by 15:00 of each specified date.
For submission after 15:00 in the same day, material will be considered as submitted on the next working day.
On-site inspection for
POW & Panels
mismatch
Final Output file
submission#
On Air
Week 3Working Day 0Working Day 1Working Day 2
Working Day 3
Week 3
POW Color Test
** DPZD Trial booking subjected to campaign censorship progress and
MTR maintenance schedule**
DPZD Trial
Week 2Working Day 4Working Day 5Working Day 6Working Day 7
Working Day 8
Week 2
Video censorship
submission for
OFNAA
Week 1Working Day 9Working Day 10Working Day 11Working Day 12Week 1
Submission of bunting
fixing statement, floor
sticker and POW layout
SatFriThuWedTueMonSun
13
Output file
Submission for
Onsite trial*
4. One-stop Service Solution
14
Our “One-stop Solution” offers recommendations on the creative and production to client
who have limited knowledge in developing creative for Digital Panel Zone. Additional
services such as photography, video shooting and 3D rendering for source materials can be
provided upon request.
All the above services are subject to a separate quotation and will be considered on a case
by case basis.
If you have any queries, please do not hesitate to contact:
Mr. Mario So – Technical Enquiry
Assistant Manager, Digital & Innovate
Email: [email protected]
Direct line: 3960 3310
Ms. Ivy Wong – Production Enquiry
Senior Digital Production Officer
Email: [email protected]
Direct line: 3960 3300
Ms. Winki Chow – Censorship and File Delivery
Senior Traffic Officer
Email: [email protected]
Direct line: 2862 7295
JCDecaux Transport
14/F, Oxford House, TaiKoo Place, 979 King’s Road, Quarry Bay, Hong Kong