Production Guideline - JCDecaux · Censorship and File Delivery Censorship 32 One-stop Service...

Production GuidelineRevision 1.1

Updated on 10-Nov-2016

MTR* advertising

Introduction 3

Production Guideline

Panel Video Production 4

General Guideline

Creative Guideline

Audio Guideline

File Output Guideline

Video Specification 5-6

DEC Sticker Extension Production

Sticker Extension Production Guideline 7-8

Clearance Regulation

Causeway Bay AE1 & AE2

Causeway Bay DE1 & DE2

Causeway Bay E4 & E9

Causeway Bay FE1 & FE2

Central E23 & E25

Tsim Sha Tsui AE1 & AE2

9-10

11-12

13-17

18-19

20-24

25-26

Sticker & Panel Mismatch Handling 27

DEC Balustrade Sticker Production

Balustrade Sticker Production Guideline 28-31

Censorship and File Delivery

Censorship 32

One-stop Service Solution 33

Table of Contents

2

1. Introduction

Digital Escalator Crown (DEC) are placed at various strategic

locations in MTR System*. The motion visuals of the panels offer

creative flexibility which attracts the attention of many passengers.

•Some key features of DEC:

• Series of 40” HD LCD Panels for high quality visual impact

• An innovative and progressive image for your brand and product

• High creative flexibility that could accommodate animated ads, rotation of multiple visuals

and image-flow execution

• Maximization of ad message allowing digital display with motion and sound effect in a

captive environment

• Right message at the right time allowing creative rotation by different time of the day

•Before proceeding to digital production, it is recommended to have a thorough understanding of the

following guidelines and specifications. All booking details must be confirmed with the JCDecaux

Sales Team before action.

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*MTR System includes Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line,

Tseung Kwan O Line and Disneyland Resort Line

2. Production Guideline

A. General GuidelineA1. The client / agency should provide all media files.

A2. Digital Panel is designed for video, animation and image-flow presentation. All static images, neither

partial nor full visuals that compose the overall advertisement, are not recommended, except the first two

and the last two panels of each escalator excluding Escalator CAB-E4 - Platform up to Sogo Concourse.

An image is defined as static when any visual displayed at the same location on a single panel without

any movement: (i) occurs for 2 seconds or above; or (ii) accounts for 20% of the total duration of the

advertisement if the duration of the advertisement is under 10 seconds.

A3. Tsim Sha Tsui station AE1 travels upward from concourse to exit A during 8:30 a.m. to 9:30 a.m. from

Monday to Friday. A separate set of files is required for the time slot mentioned.

B. Creative GuidelineB1. Strong light, flashing, sparking or rapid movement of image effect in the creative, visuals or image-

flow execution should be avoided

B2. Special visual or sound effects which simulate technical failure (e.g. Snowy / Noisy visual effect,

signal lost, disruptive audio, emergency sound effect) and may mislead / irritate the audience should be

avoided.

C. Audio GuidelineC1. It is recommended not to present different audio tracks for in different escalators / panels to ensure

optimal visual and sound association for both passengers travelling upward and downward.

C2. Audio output level should be within -12 to -6dB. The actual on-site audio level will be controlled under

78dB.

C3. Audio track should be embedded in video files and in animated panel files only. Do not embed any

audio effect in static panel or submit in separate file.

C4. Soft, simple sound effect is recommended. Background music and sound track is not accepted.

D. File Output GuidelineD1. If the output file(s) consist more than one part or create in a self-looped format, a transition effect in

between each file conjunction is recommended for ease transition.

D2. Recommend to submit native HD file. Conversion from low-resolution sources to HD format should be

avoided. Cropping and enlarging video file should be avoided.

D3. It is recommended to round up the duration of all video files in second (1 second is equivalent to

25fps (e.g. 7 sec in 25 fps frame rate setting, the video duration should be 175 frames).

D4. Media file should be encoded by Adobe Premiere or Windows Expression Encoder 4.

The above guidelines are subject to change by JCDecaux Transport due to changes of the guidelines

from the MTR. For details, please refer to the Terms and Conditions of all our current rate cards and sales

materials. All the artworks and displays are subject to final approval and confirmation from the MTR

before posting.

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2.1 Panel Video Production

Panel Production Guideline


5


Video Specification

Video Format:

Windows Media

Codec ID: Windows Media Video 9 (WMV9)

comply with main profile (MP) levels in VC-1 specification

Resolution: 1,080 x 1,920 Pixels

Bit Rate:

8,000 kbps (min.) - 9,000 kbps (max.)

(Including audio effects) in Variable Bitrates Mode

* Bitrates Value and mode may subject to modification based on the trial result for

optimized performance and visual quality

Remarks:

a. Frame Rate: 25 fps

b. Code ID is WMV3.

c. Audio Codec: Windows Media Audio

Codec ID: Windows Media Audio 9

Bit Rate: 96 kbps & in 64 kHz with 2 channels

d. Media file should be Encoded by Adobe Premiere or

Windows Expression Encoder 4 #1,2

#1 Higher version or compatible versions generated by other Windows Expression

Encoder is not be accepted#2 The media file encoded by encoder other than Windows Expression Encoder 4

is not recommended even if the encoder is designed by Microsoft.

e. Audio effect should be incorporated in the video file of

animated panels except static panels


6


Video Specification – Reference Sample of Media Information

Video Media Information

without audio

Video Media Information with

audio


7

2.3 DEC Sticker Extension Production

a. Sticker Extension Production Guideline

For the dimension of Digital Escalator Crown Sticker Extension,

an on-site inspection and measurement by contractor are

compulsory before installation.

Protection measures must be applied on the LCD panels

before sticker installation.

Special attention should be given when die-cutting the

sticker for the LCD TV panel. No scratch mark is accepted or

the contractor will be subject to penalty.

Protection measures must be

applied

For details of the Site Inspection &

Measurement, Method Statement, Installation &

Removal of Digital Escalator Crown Sticker

Extension, please refer to “MTR Feature Ads

Installation Guideline for Contractor”


8


a. Sticker Extension Production Guideline

JCDecaux Transport Sales Enquiry Sticker is located on the first

and the last panel of each escalator. The stickers cannot be

removed/remounted. Sales Enquiry Sticker covered by

advertiser’s stickers must be properly protected.

Protection measures must be applied


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b. Clearance Regulation

CAB AE1&AE2 (lower side)


10



CAB AE1&AE2 (upper side)


11



CAB DE1&DE2 (lower side)


12



CAB DE1&DE2 (upper side)


13



To avoid confusion and conflict between the creative of “DEC CAB E4&9 -

Platform up to Sogo Concourse” and the “Product Showcase” in Causeway

Bay station, plain color treatment should be applied to the sticker of DEC

CAB E4, as stated in the graph below.

No product image, background, logo or slogan is allowed in the area. Unless

the Product Showcase” is booked by the same advertiser

image, background,

logo or slogan is

allowed

CAB E4&E9

2. Production Guideline2.3 DEC Sticker Extension Production


CAB E4&E9

(Situation 1)

14



CAB E4&E9

(Situation 2)

15


16



CAB E4&E9 (lower side)


17



CAB E4&E9 (upper side)


18



CAB FE1&FE2 (lower side)


19



CAB FE1&FE2 (upper side)


20



E23

No product image, background, logo or slogan is allowed in the

area highlighted in Red for CEN E23&25. Unless the “Poster On

Wall next to DEC Zone” is booked by the same advertiser

Normal 500mm plain color clearance

is required for station signage

Exceptional if Poster on Wall

next to DEC Zone is booked by

the same advertiser

CEN E23&E25

POW Area


21



E25

Exceptional if Poster on Wall

next to DEC Zone is booked by

the same advertiser

No product image, background, logo or slogan is allowed in the

area highlighted in Red for CEN E23&25. Unless the “Poster On

Wall next to DEC Zone” is booked by the same advertiser

CEN E23&E25

POW Area


22



CEN E23&E25 (lower side)

POW Area


23



CEN E23&E25 (upper side)



CEN E23&E25

(Exceptional Case)

24


25



TST AE1&AE2 (lower side)


26



TST AE1&AE2 (upper side)


27


c. Sticker & Panel Mismatch Handling

To ensure DEC panel videos match with the sticker extension,

Production House shall arrange a site inspection on the launch day

and send the revised video file If any for the mismatched panel to

JCDecaux for rectification.

Matched Mismatched

Sticker

Extension

Panel


28

2.4 DEC Balustrade Sticker Production

a. Balustrade Sticker Production Guideline

Triangular Safety

Message

Safety

Sticker

Emergency

Plunger


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The FIRST and the LAST pairs of balustrade safety sticker

shall leave at least 150mm clearance.


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At least 50% of the total number of balustrade safety sticker

cannot be covered.

For example:

If there are 6 pairs of safety stickers on the balustrade, at least

3 pairs of balustrade stickers cannot be covered by the

balustrade stickers. Die-cut area should be reserved for non-

covered safety stickers.

Balustrade Sticker Area

Clearance Area

ST Safety Sticker

EP Emergency Plunger

TSM Triangular Safety Message

For details of the Site Inspection &

Measurement, Method Statement,

Installation & Removal of Digital Escalator

Crown Sticker Extension, please refer to

“MTR Feature Ads Installation Guideline for

Contractor”

2. Production Guideline2.4 DEC Balustrade Sticker Production


Emergency plunger and triangular safety message shall have at least

150mm clearance.

Balustrade safety sticker cannot be removed/remounted onto the

advertiser’s sticker. Safety sticker covered by advertiser’s stickers

must be properly protected.

150mm clearance around

emergency plunger and

triangular safety message

No Clearance

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3. Censorship and File Delivery3.1 Censorship

Artwork must be submitted for approval and processing by MTR and OFNAA 15 working days prior to

commencement. No advertising material can be posted in the MTR without artwork approval. Late submission

of artwork may result in delay of posting and forfeit of display time which the advertiser and/ or its advertising

agency will bear full responsibility. JCDecaux Transport will not be responsible for any resultant delay.

Please send the finished artwork in CD/ DVD-ROM or via ftp to:

Ms. Winki Chow (Senior Traffic Officer)

JCDecaux Transport

14/F, Oxford House, TaiKoo Place, 979 King’s Road, Quarry Bay, Hong Kong

Email: [email protected]

Direct line: 2862 7295

* Output file for onsite trial is set of video based on the finalized & approved creative. Files are used for technical trial and onsite actual deployment prior campaign launch.

# Final Output file is set of video with minor fine tuning / necessary modification based on the trial result and technical advise

Important Deadlines

Storyboard submission - 15 days prior to campaign start date

Video submission for censorship - 12 days prior to campaign start date

Output file submission for onsite trial – 10 days prior to campaign start date

Final output file submission - 3 days prior to campaign start date

Submission deadline for the above material is set by 15:00 of each specified date.

For submission after 15:00 in the same day, material will be considered as submitted on the next working day.

On-site inspection

for POW & Panels

mismatch

Final Output file

submission#

On Air

Week 4Working Day 0Working Day 1Working Day 2Working Day 3Week 4

POW Color Test

** DEC Trial booking subjected to campaign censorship progress and MTR

maintenance schedule**

DEC Trial

Week 3Working Day 4Working Day 5Working Day 6Working Day 7Working Day 8Week 3

Output file

submission for

onsite Trial*

Video censorship

submission for

OFNAA


Storyboard

censorship

submission


SatFriThuWedTueMonSun

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4. One-stop Service Solution

Our “One-stop Solution” offers recommendations on the creative and production to client

who have limited knowledge in developing creative for Digital Panels. Additional services

such as photography, video shooting and 3D rendering for source materials can be provided

upon request.

All the above services are subject to a separate quotation and will be considered on a case

by case basis.

If you have any queries, please do not hesitate to contact

Mr. Mario So – Technical Enquiry

Assistant Manager, Digital & Innovate



Ms. Ivy Wong – Production Enquiry

Senior Digital Production Officer



Ms. Winki Chow – Censorship and File Delivery

Senior Traffic Officer



JCDecaux Transport

14/F, Oxford House, TaiKoo Place, 979 King’s Road, Quarry Bay, Hong Kong

33

mailto:[email protected]



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