XTP ad system delayed a second time

XTP, the much-hyped moving image system backed by Viacom Outdoor, has been de-railed for a second time.

A full roll-out of the service, scheduled initially for June, has now been put back until at least the autumn following financial problems at DHJ, the Swedish company responsible for sourcing and maintaining XTP projector hardware.

A trial of the service at Euston Station, which was to begin next Monday, has now been put back until the end of June.

DHJ is in negotiations with another company to take on the running of the XTP project. The other XTP consortium members - Viacom, London Underground, Citylink and the cable company Thales - have put the launch on hold until DHJ's problems are sorted out.

The delay follows problems with the technology itself, which had already seen the Euston test put back. However, Viacom said these teething problems have now been ironed out.

Problems with the roll-out of XTP have frustrated advertisers such as Nestle and Virgin Mobile, which had already worked campaigns across the XTP network into media schedules for June. However, Viacom is working on offering alternative space on the bus and tube networks.

XTP's business development director, Alison Reay, said: "Understandably there are frustrations with campaigns already planned for June, but we are looking at the situation and working on an early autumn launch."

Viacom is still able to take options for space, but cannot specify exact transmission dates to advertisers.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).