Giant TV screen in Vietnam offers advertisers prime exposure

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HO CHI MINH CITY--A giant 600-inch TV screen is to be installed in the heart of Ho Chi Minh City by the end of June, bringing a new form of advertising to Vietnam's commercial hub.

The CityVision project, a joint venture between Korean advertising shop Interspace and Hanoi-based Victoria Investment Trade and Services Corp., will broadcast local news, live sporting events, public information and commercial advertisements at a busy intersection in the city's central business district.

The project is the first of its kind in Vietnam, according to Interspace General Manager Tony Park.

"The [placing] of the screen guarantees plenty of exposure, and we have already drawn up plans to broadcast 18 hours per day starting at 6 a.m.," says Mr. Park.

Hoang Mai Huong, president of Saatchi & Saatchi Vietnam, agrees the screen is likely to draw considerable attention, especially as it's something of a novelty in Vietnam.

According to the terms of CityVision's licence, drawn up by the Ministry of Planning and Investment, 20% of all TV time is to be set aside for public information. Viewers can therefore expect sizeable chunks of state propaganda to be interspersed with the latest football scores and ads for toothpaste and shampoo.

If the giant screen proves successful in Ho Chi Minh City, the CityVision joint venture plans to expand the service to other cities, including Danang, Haiphong and Hanoi.

Copyright May 2000, Crain Communications Inc.

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