Firm appeals against digital screen rejection

Sunderland City Council fears motorists could be distracted by the screen

Plans for a digital advertising screen, blocked by council planning officers, are set to be decided by a government-appointed planning inspector.

An appeal has been lodged against Sunderland City Council's decision to refuse permission for the site in the Easington Lane area.

Applicant Wildstone Estates Limited's plan was linked to the side of a building near a roundabout connecting High Street and Elemore Lane, as part of a nationwide drive to "upgrade traditional advertising hoardings to a modern digital format".

However, the council's planning department warned it would be over-dominant visually and pose a distraction for motorists.

Wildstone Estates Limited has submitted an appeal to the national Planning Inspectorate, the Local Democracy Reporting Service said, and a planning inspector will be appointed by the secretary of state to rule on the matter.

The company argues the site is an "established location for advertising" and is in an area which includes a mix of commercial and residential uses.

'Very safe road'

It also said refusing the plans on visual amenity grounds was "not justified" and stressed the screen would be controlled by sensors to "adjust the illumination levels" and ensure "no change in impact" compared to a standard "paper and paste display".

On public safety matters, it was noted that the site is in an "uncomplicated location which drivers should be able to navigate with ease" and data was cited which, the appellant said, indicated the site is a "very safe stretch of road".

Earlier this year, the Planning Inspectorate threw out a similar appeal by Wildstone Estates Limited for a site in Sunderland's Kayll Road, near the Royal Hospital.