Astral Out-of-Home, a division of Astral Media Inc. (TSX: ACM.A, ACM.B), innovates once again by unveiling a digital column prototype located just outside of the new Claire and Marc Bourgie Pavilion of Québec and Canadian Art at the Montréal Museum of Fine Arts (MMFA). Unveiled at the inauguration of the new building that will also house the Museum’s new 444-seat concert hall, the new column will promote MMFA programming.
The column is equipped with two liquid-crystal displays that, just like Astral Out-of-Home’s Digital network faces, feature six alternating messages per minute, broadcast seven days a week by our state-of-the-art Digital Control Centre. The 72-inch (1.83m), high definition screens with a 1920p x 1080p resolution provide unparalleled readability in sunlight thanks to the highest intensity technology currently available on the market.
“Astral Out-of-Home sets itself apart through innovation,” said Luc Sabbatini, President of Astral Out-of-Home. “This new urban column demonstrates once again our willingness to use technology for the benefit of Montréal modernity and facilitate citizen communications in real time.”
Astral Out-of-Home’s new prototype will promote numerous upcoming free exhibits and the 120 concerts planned by the MMFA for the 2011-2012 season. Its unique design was created by Michel Dallaire Design Industriel and manufacturing was handled by Groupe Poitras in Québec City.
“The MMFA is proud to innovate with an outstanding partner such as Astral Out-of-Home and we are thrilled with Michel Dallaire’s 
design, perfectly integrated with its environment in front of the new pavilion, which is surrounded by a sculpture garden on Du Musée Avenue and Sherbrooke Street,” said Danielle Champagne, Director of Communications and of the MMFA Foundation. “We thank Astral’s technical team who accomplished a brilliant tour de force by delivering this project in record time.”
Astral Out-of-Home is one of Canada’s leading out-of-home advertising companies with more than 9,500 strategically-placed advertising faces in key markets in Québec, Ontario, and British Columbia. As a forward-looking company, Astral Out-of-Home has embarked on a series of green-and-clean initiatives to reduce its ecological footprint and actively participate in sustainable development.
Founded in 1961, Astral one of Canada’s largest media companies. It operates several media properties—pay and specialty television, radio, out-of-home advertising, and digital media properties—among the most popular in the country. Astral plays a central role in community life across the country by offering diverse, rich, and vibrant programming that meets the tastes and needs of consumers and advertisers alike. To learn more about Astral, go to astral.com.
For more information
Media
Hugues Mousseau
Director, Corporate Communications and Synergies
Astral Media Inc.
514 939-5000
hmousseau [at] astral.com
Trade Publications
Luc Quetel
Vice President
Real Estate Services (Québec)
Astral Out-of-Home
514 939-5000
lquetel [at] astral.com
Source: Astral Out-of-Home
