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TDI-Vision, the latest in out-of-home advertising from Transportation Displays Inc., is a local medium that has ambitious plans to cross the country and even the Atlantic.

TDI-Vision is an electronic LED screen operating 24 hours a day that bows this month on Nynex Corp. telephone kiosks. The LED screens are placed above an advertiser's il-luminated transparency on a kiosk. Every 30 seconds to 2 minutes, a message is flashed via satellite. With the satellite feed, information can be updated daily.

"Banks will be able to broadcast their interest rates, retail outlets can advertise their sale items, television networks will display programming information and airlines can run competitive rates," said Donald R. Allman, exec VP-general manager at New York-based TDI.

TDI-Vision soon will expand to other U.S. cities and is already working on placing ads on southern California college campus telephone kiosks through GTE Corp., Mr. Allman said. The displays eventually will be placed in railroad stations throughout the U.S.

The company is also looking to export the concept to the London underground rail system. TDI plans to limit the number of displays in the U.S. and London to 500.

But right now it has only one advertiser, the New York State Lottery, which has placed 25 ads through DDB Needham Worldwide. Scattered throughout New York, the ads are concentrated in Manhattan and will be updated at least twice a week.

"We are very pleased to participate in this new venture. TDI-Vision will allow us to provide the latest jackpot information to lottery players as they go about their daily activities-while they are on their way to work, lunch or deciding if they should purchase another ticket for that night's drawing," said Connie Laverty, lottery marketing director.

The Discovery Channel is also expected to sign on, adding 25 ads throughout the city in the next few weeks. DeWitt Advertising handles.

Each kiosk ad, which measures 50 inches by 26 inches including the LED display, costs $1,500 to $1,600 a month.

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