WO2011029935A2

WO2011029935A2 - Display apparatus and a method for the same

Info

Publication number: WO2011029935A2
Application number: PCT/EP2010/063401
Authority: WO
Inventors: Guy Margetson
Original assignee: Spectrum Motion Media Ltd
Priority date: 2009-09-14
Filing date: 2010-09-13
Publication date: 2011-03-17
Also published as: GB2473495A; WO2011029935A3; GB0916114D0

Abstract

An apparatus and method for controlling displays. In accordance with an embodiment displays are provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus. A controller of the display apparatus is provided with an interface for communication with a remote computer and at least one processor configured to control the operation of the display apparatus and to cause sending of information associated with presentation of displays to said remote computer.

Description

DISPLAY APPARATUS AND A METHOD FOR THE SAME The present invention relates to display apparatuses, and more particularly to providing visual displays for viewers moving past a display apparatus.

A visual display apparatus is commonly understood comprising an apparatus that presents an image, either still or moving, to a viewer. Examples of such displays, or screens, include various advertisement and information boards and screens that are based e.g. on Liquid Crystal Display (LCD) or more traditional cathode tube technologies. Display screens can be fixedly mounted, for example on buildings. Another example of display apparatus is a visual display provided by means of an elongate array of Light Emitting Diodes (LEDs) which can be selectively energised as the viewers move past them to generate an apparently stationary image. Such a display system is described in PCT Publication WO97/25703. In the described LED based system selective energising of the Light Emitting Diodes causes a stationary image to be seen by viewers on an underground train due to phenomenon known as persistence of vision (POV). The lighting of the array is controlled in accordance with a computer program determining an appropriate sequence in which the different LED's of the array are to be energised. By selecting the timing and switching on and off the different LED's in accordance with the predetermined program and the relative speed between the array and the viewer a stationary image can be produced. This effect can be achieved because of the slowness of the reaction of the human eye to the flash of light. That is, although the light flashes only a very short duration, the reaction of the human eye to the flash persists long after the flash has finished. Thus, where a series of very short flashes occur over a short time span, particularly less than 0.015 seconds, all the flashes appear to the eye to have occurred at the same time. Since the flashes are spaced from one another on the retina, because the array has moved relative to the retina as the train moves, the eye perceives a composite light pattern which will persist for a short while immediately following the time span. A program can be created and stored in the memory of a computer which will produce almost any desired image for the observer. For example, the image may take the form of appropriate alphanumeric information, the form of an advertising poster, a warning sign, an information bulletin or another informative sign, any graphical pattern, a video clip and so on. Display data representative of a desired image to be presented on remote display apparatuses can be sent from a central computer to local computers. A local computer can then control presentation of the displays locally, the system thus enabling remote control of displays by the central computer. It might be advantageous in certain applications to be able to control more accurately and/or with a more rapid response, and possibly even substantially in real-time, what displays are presented and/or where a display or display are presented and/or that displays are presented to relevant viewers. Also, for example advertisers might appreciate receiving information about the presented displays. Reports such as those regarding performance, coverage obtained, timing of presentations and so forth might be desired.

Therefore the embodiments of the present invention aim to provide a method and apparatus where at least some of the above issues are addressed.

In accordance with an embodiment there is provided an apparatus for controlling displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising an interface for communication with a remote computer, and at least one processor configured to control the operation of the display apparatus and to cause sending of information associated with presentation of displays to said remote computer.

In accordance with another embodiment there is provided an apparatus for controlling displays presented by local display apparatuses, comprising an interface for communicating display data to local controllers via a data network and for receiving information associated with presentation of displays from the local controllers, and a controller configured to process the received information to generate reports associated with the displays and/or to provide the local controllers with further instructions in response to the received information. In accordance with another embodiment there is provided an apparatus for controlling displays provided by a display apparatus to viewers moving past the display apparatus, comprising at least one processor configured to cause sending of a request for display data to a remote controller, and an interface for receiving display data, wherein the at least one processor is configured to verify that the received display data originates from the remote controller and to generate instructions for at least one visual display by the display apparatus based on the received display data only if it is determined that the display data originates from the remote controller.

In accordance with another embodiment, there is provided a method for controlling displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising determining information associated with presentation of displays and communicating the information to a remote controller.

In accordance with another embodiment, there is provided a method for controlling presentation of displays by local display apparatuses to viewers on vehicles moving past the local display apparatuses, comprising communicating display data via a data network for generation of at least one display, receiving information associated with presentation of displays from at least one local controller associated with a display apparatus, and processing the received information to generate at least one report associated with the displays and/or to provide the at least one local controller with further instructions in response to the received information.

In accordance with another embodiment, there is provided a method for controlling displays provided by a display apparatus, comprising requesting for display data from a remote controller, receiving display data, verifying that the received display data originates from the remote controller, and generating, in response to determination that the received data originates from the remote controller and based on the received display data, instructions for at least one visual display by the display apparatus to viewers moving past the display apparatus. Said information can comprise information associated with at least one of number of viewers who have moved past the display apparatus, presented displays, and speed of the vehicle. In a more specific embodiment passenger data is provided for use in estimation of the number of viewers that saw a particular display. The passenger data may be provided by means of at least one camera. The information associated with the presentation may also or alternatively comprise at least one of information regarding display times, display locations, format and/or length of presented displays, displays in a sequence of displays, the detected speed of the vehicle, and a request for further display data.

The presentation of displays can be adjusted based on determined speed of the vehicle. The rate of frames presented by the display apparatus can be adjusted based on the determined speed. Further display data can be requested based on the determined speed.

Display data can be broadcast, multicasting, or unicast to local units. Display data can be transmitted at a predefined time. At least a part of data communication can be provided by means of a wireless link.

The display apparatus can comprise at least one array of light emitting diodes. The at least one array can be mounted by tracks. Communication of data between communication devices of viewers and at least one controller associated with the display apparatus may be provided. The communication can comprise at least one of communication of data on a short range radio link, broadcasting data in the area of the display apparatus, and communication via a cellular network.

In accordance with an embodiment a computer program comprising program code means adapted to perform the steps of the method when the program is run on a processor is also provided. The computer program may be provided on a computer readable medium. Various other aspects and further embodiments are also described in the following detailed description and in the attached claims. The invention will now be described in further detail, by way of example only, with reference to the following examples and accompanying drawings, in which:

Figure 1 shows an example of a system comprising a display apparatus and the related control apparatus in accordance with an embodiment of the invention; Figure 2 is a flow chart illustrating an embodiment;

Figure 3 shows an example of a possible arrangement;

Figures 4 and 5 show further embodiments;

Figure 6 is a flowchart in accordance with an embodiment; and

Figure 7 shows a further embodiment.

An embodiment of the invention will now be described with reference to Figure 1. In Figure 1 a display apparatus 20 is provided in association with railway tracks 25, such as tracks for an overground or underground train 26. It is noted that although only one carriage of a train 26 is shown, a train may consist of a plurality of carriages. It is also noted that although the following example is given with a reference to a train, viewers may also be carried on any other type of a vehicle, for example on a bus, taxi or passenger car.

The display apparatus 20 can consist of a series of light source arrays 22 arranged at spaced intervals along the tracks 25 on the side thereof. The arrays may be fixed, for example, at the wall of a tunnel, at a fence next to the tracks and/or at pillars mounted next to the tracks. The pillars or other support structure may be provided particularly for the purpose of holding the arrays. An existing structure can be used as a support. The arrays are generally positioned level with the windows 27 of the carriage 26 so that the arrays can be viewed by the passengers in the train. The display apparatus provided by means of the arrays can be a stand alone apparatus that covers a certain length, for example is arranged to provide a twenty second display for a vehicle that is passing by. Alternatively, longer and even a full length display apparatus may be provided, for example for an entire length of a tunnel, or for a substantial proportion of a distance between two locations, such as stations, terminals or towns.

A sensor arrangement is provided in association with, and typically in front of, the display apparatus 20 for detecting approaching trains and/or presence of a train and/or the speed of a train. The sensor arrangement can be provided to enable synchronization of the operation of the display apparatus with the speed of the train. Also, the display apparatus can be lit only when there is a passing by train. For example, a sensor 23 can be located upstream of each array 22 that is responsive to an approaching train to actuate the array by the approaching train 26. Another sensor can be 24 located downstream of array 22. The second sensor 24 is responsive to when the train 26 has passed to deactivate the array 22. Providing a sensor in each pillar or otherwise in the vicinity of each array 22 enables the synchronisation of the speed of the train and the display apparatus to be very accurate. However, this is not necessary in all applications. For example, a sensor can be provided at the vicinity of every ninety arrays 22. This would mean, considering the current average train speeds, speed adjustment in approximate every 3.75 seconds. In accordance with an alternative only two sensors are provided, one before the first array 22 and one after the last array of the display apparatus 20. The sensors 23 and 24 may take various forms. For example, infrared transmitter and receiver pairs or any another type of appropriate device for detecting the presence of the train may be provided. It is noted that different sensor and/or timer arrangements may be provided to activate a display so that it can be presented for an approaching train.

Each array 22 consists of a plurality of light sources, for example light emitting diodes (LED). Selected light sources in the array can be switched ON and OFF by a controller 10 in accordance with a predetermined program stored in a memory 12. The controller is triggered by the sensor 23 and the program can be cyclically repeated until a signal is received from the sensor 24. The switching rate of the light sources and the duration of their energisation is such that a passenger sitting on train 26 and keeping his eyes directed at the array will observe an image several times wider than the width of the array. The effect is achieved because with light flashes of very short duration, the reaction of the human eye to the flash persists long after the flash has finished. Thus, for example where a series of very short flashes occur over a short time span less than 0.015 seconds and the viewer moves past the display apparatus at a speed of about 1 10 kmph (about 70 mph), all the flashes appear to the eye to have occurred at the same time and when the flashes are spaced from one another on the retina because the viewer has moved relative to the array, the eye perceives a composite light pattern which will persist for a short while immediately following the time span. It will thus be appreciated that a program can be created and stored in the memory 12 which will produce almost any desired image for the observer. The image may take the form of alpha numeric information, may take the form of an advertising poster, or a video image.

Each array 22 can consist of a series of light emitting diodes. Each LED has a high switching speed. For example, LEDs with a switching time faster than 10 nanoseconds may be used. When a colour image is required, each light source of the array can be replaced by a column consisting of red, green and blue elements or a column consisting of red, green, blue and white light elements. Each element is selectively energisable. It will be appreciated that by determining by the program the period of energisation of each light source, the shade and/or brightness of colour in the final image can be varied as required.

To give an idea of a possible number of the LEDs, sixteen or more LEDs may be arranged in a single column. According to another example, an array may comprise four columns and sixty four rows of individually and selectively energisable light sources. In accordance with yet further non-limiting example, LEDs of a display apparatus are assembled on about Α meter long pillars, each pillar being provided with two columns of 120 LEDs. To provide a 15 second lasting presentation for a passing train, with a typical speed, the display apparatus can comprise 360 such LED pillars. The resolution such a display apparatus can provide is 360 x 240.

The display apparatus 20 can be controlled by a local controller apparatus 10 via interface 14. The control apparatus 10 is configured for controlling presentation of visual displays by at least one display device 20, The control apparatus 10 can be provided with appropriate transmitter and receiver apparatus for enabling wired or wireless communication of data with a remote data processing system 1. The remote system 1 can be provided, for example, by a central system management server. A more detailed example of an appropriate transmitter and receiver apparatus is explained later in this description.

The required data processing functions of the controller apparatus may be provided by means of one or more data processor entities. All processing required in the local unit may be provided in the controller 10 of Figure 1 , or control functions relating to the display control may be separated, for example as explained with reference to Figure 3. A data processor may be provided by means of, for example, at least one chip. Appropriately adapted computer program code product may be used for implementing the embodiments, when loaded to a computer, for example for computations required when triggering a presentation on a display apparatus. All or part of the calculations can also be implemented in an application-specific integrated circuit (ASIC). An application- specific integrated circuit (ASIC) is typically customized for a particular use. ASICs can include processor and memory blocks including read-only memories (ROM), random access memories (RAM), erasable programmable read only memory (EPROM), electrically erasable programmable read-only memories (EEPROM), Flash and other building blocks. Any part of a program code product for providing the operation may be stored on and provided by means of a carrier medium such as a carrier disc, card, stick or tape. A possibility is to download the program code product or a part thereof via a data network, or example an Internet Protocol (IP) based network 4 of Figure 1.

The control apparatus 10 can include a driver which acts to drive the LED's through respective resistors. The driver can be controlled by a central processing unit (CPU) 13 which derives its instructions from the memory 12. The CPU 13 can be triggered into action by a signal received via interface 14 from a sensor 23. The interface 14 can be a local wired or wireless interface. A large number of local display apparatus 20 and associated local control apparatus 10 may be provided. The local apparatus can be divided into groups. The memory of the control system in each group can be updatable simultaneously, or at different times. Control of a number or all of the local apparatus and/or groups can be provided by the remote or central controller 1. The remote unit or server 1 is for controlling the content to be displayed by means of the plurality of display apparatus in different locations. That is, the remote server 1 can send display data such as image files and so forth over a data communication system to local control units. For example, the remote server 1 may be connected via interface 3 to the IP (Internet Protocol) based data network 4 and the local controller unit 10 may be connected to the IP network 4 via interface 6, this enabling data communication there between. By updating the display data stored in the local memory 12 presentation of different images is enabled. In an extreme example a central server can serve globally a substantial number of display apparatus via the Internet. Clients 2 can also communicate with the central server via the IP based networks 4 their connection 5 thereto.

The central server 1 can be configured to store a plurality of different programs. The central server can be connected to each group to update the memory in each group with a new program depending either upon the time of day and/or the location of the group and/or some other basis for differentiation between different local display apparatus. At least a part of the data communication between the local and central computer system may occur via a wireless interface. A transceiver unit connected to the controller apparatus 10 and/or central controller apparatus 1 may access a wireless system based on an appropriate wireless access technique such as wideband code division access, time division access, space division access and/or a combination of these. A wireless interface may be provided based, for example, on a General Packet Radio Service (GPRS). The GPRS may be provided for example by means of a third generation (3G) mobile network (not shown) as defined by the Third Generation Partnership Project (3GPP). The GPRS and the IP based networks may be interconnected via suitable gateways (not shown). In accordance with a possibility at least one of the apparatus 1 and 10 is provided with means for communication over a wireless local area network (WLAN), for example a Wi-Fi or WiMAX based local network. The server 1 and/or the local computer 10 may also access the IP network 4 via an interface that is based on an appropriate access technique, for example via a broadband connection that is based on ADSL.

The arrangement can be such that apart from downloading data that is required to generate displays from the central server 1 , the local units 10 can operate substantially independently. If a local unit communicates via a wireless interface, the set-up thereof can be made relatively easy to provide as no wiring is required to connect the local unit to a central server.

In accordance with an embodiment the local controller apparatus 10 is configured such that it can pull display data from the central server 1. For example, the local apparatus that is provided with an IP address sends a request for any new display data to the central server. The sensing may occur, for example, periodically. The request includes the address and any other possible identification and other information that may be required, depending on the application. After the central server receives the request, it can identify the requestor based on the address and/or other information that may have been provided. The authenticity of the request can be verified, for example based on mapping to a table of authorised requestors and/or based on a predefined security mechanism. If the request is accepted, display data can be downloaded from the central server. The local unit can be configured to verify that the received display data indeed has been requested by it. The arrangement can be such that a positive verification that the received data corresponds to what has been requested for and/or originates from the remote server is required before the local unit can proceed to generate instructions for at least one visual display by the display apparatus based on the received display data. In accordance with a possibility the local unit may perform an integrity check, for example request for authentication information from the central server, to verify the authenticity of the data. Operation where downloading of data is initiated by the local apparatus 10 is referred herein as pulling. The pulling can be used in certain applications to prevent unauthorised parties to present displays and/or to address other security concerns. Thus advantage may be provided in that sending of data from inappropriate sources to the local display apparatus can be prevented. Also, the local apparatus can download data whenever it is appropriate for it.

In accordance with another possibility data is pushed from the central server 1 to the local apparatus 10. The push may be provided by means of broadcasting, multicasting or transmission to a selected local unit. Communication of data to the local units can be provided by means of a broadcasting / multicasting facility of a wireless communication system. For example, the central controller 1 may instruct broadcasting of display data to all available local units, or multicast display data to selected local units. It is also possible to unicast the data to a single selected local unit, if this is considered desirable. The broadcasting/multicasting and/or unicasting may be provided via a cellular telecommunication system, for example a 3G system, and/or via a wireless local area network (WLAN). If identification of the local units is needed, this may be provided e.g. based on address information such as a telephone number, IP address, or another unique identifier.

The download can be provided at a time when the data traffic otherwise is lower and/or when no or only a few displays are to be presented by the display apparatus. For example, the central server 1 and/or the local apparatus 10 can be programmed to transmit the data at lower rate at night time and/or during weekends. For example, display data for the coming day / 24 hours may be downloaded over the preceding night. In accordance with a possibility high priority data can be transferred at any time but a lower priority data and/or large files, for example large video files, are transferred at non-peak times. Any displays that have to be presented substantially real-time can be sent through by assigning them with a high priority status.

The display data can have been downloaded and stored to the local display units at a non-peak time. The download may have taken place even a long time period earlier. For example, long term video campaigns may be provided such that the video data is downloaded at non-peak times, possibly in several downloads, and stored in the local memory 12. Display thereof can be triggered from time to time by a command from the central server 1 .

The central controller 1 may trigger the presentation of desired displays at defined locations by simple and short activation commands, for example by means of a short message service (SMS) message, or a short IP based command message.

The display data and/or location information can be sent to the local controller apparatus on substantially real time basis. For example, the display data may consist of sports results, real-time updates of sporting events and news bulletins that need to be communicated as they happen to the movable display apparatus, Similarly, some last minute offers and discounts, for example "last 5 items - rock bottom prices at X" presented on the way to a shopping area may be presented in substantially real time based on high priority communications of display data from the central server. Breaking news and other high priority items, for example public warnings, may also override the lower priority displays. The prioritization may be provided by a predefined classification system, one of the classes overriding all other classes.

Figure 2 shows a flowchart in accordance with an embodiment. At step 100 a client (e.g. client 2 in Figure 1 ) inputs a display to be presented via a booking system. At this time specifications such as scheduling and locations where the display is to be presented can be defined. The actual display, for example a video, can also be uploaded at this stage. For example, the client may request a display to be shown at a particular location(s) and/or time(s) during a booking session with the central controller 1 of Figure 1. Display data may then be generated at the central server 1 , for example, based on an order from an advertiser that a particular display shall be presented at a particular time at a particular location. For example, the order may be that product XYZ shall be advertised for the passengers in a London Tube line between Oxford Circus and Kings Cross stations on Monday morning, between 9.00 and 1 1 .00. The central controller 1 generates at step 102 the display data. For example, it may pre-process data received from the client by converting a video into a format that can be processed and presented by the local display apparatus. The data may also need to be converted into a proprietary format for a particular display technique that can be processed by the local control apparatuses. This may be advantageous for example to reduce load on the link, as the proprietary format of the data suitable for use in presentation of the displays may not need all the details of the original image data and/or or may otherwise be formatted into a more compact format. This may also make it possible to use simpler and less expensive computing apparatus at the local sites. For example, if the display apparatus is provided by means of an array system such as shown in Figure 1 , the central controller 1 can convert a video file into bitmap files or image files, such as jpeg files. The display data can be transported as image files since the display apparatus 20 provides the effect of moving video based on synchronised movement of the viewer past the arrays energised in accordance with the image data.

Alternatively, the display data can also be pre-processed such that it is not yet in a format that can be directly used by the local units for a display, but instead the local units may process it further to adapt the display data to the local requirements. Thus the actual display data based on which the display is to be shown can be adapted locally on the local formats and requirements. This may assist in simplifying the operation of the central server.

The pre-processed data can be stored at the central server as a back-up.

The display data and other possible information for advertising may then be downloaded to one or a plurality of display apparatus at step 104. At this stage only data that is needed may be downloaded. For example, the local units may already have parts of the display data, for example of a long running add campaign, and thus only updates thereof need to be communicated thereto. Also, for example a video can be downloaded at this stage at a standard format, such as avi, mpeg, and it can be left for the local units to provide any conversions and processing that may be needed to provide display data.

A local unit then receives and stores the display data. The display data is either used straight away, or the data may be stored in a memory thereof for later use.

When preparing for a presentation of the display, the controller apparatus 10 can determine the speed of the train or other vehicle. As mentioned earlier, this can be based on signals form the sensor 23 and 24 of the train detection arrangement. In accordance with a possibility the speed information is determined based on actual measured speed of the train 26 by a speed measuring device, see device 28 in Figure 1. For example, a speed camera or radar can be used. Also, an estimate of the speed, or data received from the train itself or from the train operator, for example from the control system of a metro or overground train operator, may be used. Thereafter the controller apparatus can calibrate the train speed and the frequency of the presentation at 106 so that the illusion of, for example, a static full motion video display or another display can be provided for the passengers on the passing by train.

Other data such as timing and/or location information may also be considered at this stage. A display is generated only if the time is found to be within defined ranges and/or if the location is one where the display should be presented.

After the calibration, the display can be played out on the display apparatus 20 at 108. The control apparatus 10 can download the data stored in the memory and cause the data to be transmitted to the display arrays 22 for the display. The transmission of image data to the display apparatus 20 may occur over a wired or wireless connection.

As shown in Figure 3, in accordance with a possible embodiment functions of the local controller apparatus can be distributed such that at least a part of the control of the LEDs 21 of a display apparatus 22 can be provided with one or more additional display controllers 30. For example, each of the arrays 22 can have an array controller of its own, or a separate display controller can control more than one, or even all arrays of the display apparatus. In the shown embodiment the display or array controller 30 provides the control of the switching on and off of the LEDs 21 of LED array 22.

Use of wireless transmission between the local controller unit 10 and arrays controller 30 is also shown in Figure 3. The local controller unit 10 is for receiving data from a central server, storing the received data in its memory 12 and for providing overall control of the local display apparatus. The controller apparatus 10 is provided with wireless transmission equipment, such as a transmitter or transceiver unit 16 and antenna element 17. The display control unit 30 has a receiver or transceiver 32 with an associated auxiliary antenna 34. Thus no wiring is needed between the local control unit 10 and the display apparatus 20, but they can communicate over the wireless link 14.

In the array that is associated with the control unit 30, the output of the receiver 32 is downloaded into a memory 31. A processor 33 can access the memory 31. The display controller can then energise selected ones of the light emitting diodes 21 of the array 22 in a sequence determined by the data stored in the memory. The rate at which the diodes are energised can be determined by an oscillator (not shown). For example, the processor can be responsive to triggers from sensors 23 and 24 as explained above with connection to Figure 1. Trigger from sensor 23 can cause read out of the stored data from memory 31 and to cause the corresponding image to be progressively reproduced on the display apparatus.

It is noted that all processing and control may take place at the computer apparatus 10, and that the apparatus 10 generates and sends the control signals directly to the LED arrays without any intermediate control elements.

While both the control apparatus 10 and the display controller or the LED arrays can be provided with transmitters or transceivers that can use any appropriate wireless local area and/or small packet switch radio techniques. However, it will be appreciated that in the case of the local transmitters and receivers, any other technique such as ultra sonic, inductive, magnetic field, or infrared communication systems can be used instead. In accordance with another embodiment a user of the system, for example an advertiser, can access the central server 1 via an appropriate user interface provided by a terminal 2. The user interface can be downloaded from the central server 1 via the IP data network 4. In addition of inputting the image data for use as the basis of the displays, the user may also obtain reports from the server. To enable the central server to prepare the reports, feedback data from the local unit or units can be provided.

A reporting facility of the system can provide various reports. For example, reports such as the amount of time the display has been presented in the selected locations e.g. in minutes in selected days and time slots, the number of trains and/or people that passed the display, the exact vehicle(s) to which the display was presented and so on can be provided. The user interface can be configured to present information such as how many passengers went pass the display. The reporting can be based on feedback information from the local display units. The local control unit 10 can send a message containing, for example, one or more of the following information items: unit ID, location where displayed, image IDs, image minutes, system status, vehicle and passenger data. The central controller 1 may then store this information and report to the client 2 accordingly. Charging can also be based on this data. Accumulated data from the local units can be used in analysing the effectiveness of advertising in certain areas and/or in marketing the service.

To provide passenger / viewer data the local apparatus can be provided with means for estimating the number of passengers on the passing by vehicle. Figure 4 shows an example where a digital camera 40 images a passing by train carriage. From the digital image it is possible, with appropriate image recognition software to provide an estimate of the passenger numbers. The estimate can be generated either locally, or the image can be sent to the central server for further processing. Instead of providing the camera(s) externally, appropriate cameras can also be provided on the train in the carriages. The image data there from can be communicated either to the local units, for example from each passing by train by a radio or other short range link, or via a connection between the train operators control system and the central server 1 of Figure 1. According to a possibility estimates of passenger numbers are obtained from the operator or the train or other vehicle based on the ticket sales and/or number of people who have boarded the vehicle. Other techniques, such as weighing the vehicles or heat sensors may also be used. Figure 5 illustrates a schematic example of a sequence of displays 44 consisting of three different displays 45, 46, 47 that can be presented by a display apparatus, for example by the apparatus described with reference to Figure 1 . Each of the displays can consist of a video, a static image and/or a text and so on. The display apparatus 20 can, for example be provided in a tunnel by means of 720 pillars 22 extending evenly over a predetermined length. The pillars can be divided into three sections, each section consisting of 240 pillars. These sections are illustrated by blocks 45 to 47 of Figure 5. Each section can be instructed by the local controller unit 10 to present a video for passengers on a train 26. If we consider a scenario where a train is travelling at a predetermined nominal speed where it takes 30 seconds for a passenger on the train to pass all 720 pillars, then he/she would see 10 seconds of each display section 45 to 47. At this rate each section can be instructed to display a video at the rate of, for example, 24 frames / second. To allow for smallish deviations from the nominal speed, there can be a few extra second at the end of the displays to ensure that each presentation is properly displayed. If the train moves slower than the nominal speed this can be detected by the speed detection system, and the presentation of the displays can be adjusted accordingly. This can be done to maintain the length of each video display even if the passenger passes a lesser number of pillars in the 10 seconds instead of all of the 240 pillars of a section. For example, if it is determined that the train is moving at half of the nominal speed, then the presentation rate of frames per second of the video can be decreased to 12 frames / second. By means of this it is possible to maintain the 10 second length of a video display. The pillars at the end of the display apparatus can be used for additional displays. Similarly, if the train is determined to have a speed that is greater than the nominal speed, then the frame / second rate can be increased accordingly.

A controller can decide during the presentation what to display next. For example, it can be decided during each 10 second period or other period that may be in use what is to be displayed during the next period. The decision can be taken by the local controller or by the central controller based on reports from the local controller. In accordance with a possibility the local or the central controller may order a change in the order of displays, for example to ensure that a particular display becomes presented or that a particular display is the last one seen by the passengers. In accordance with an embodiment, if it is determined based on the speed information that the speed of the train is too slow for video presentations, a controller can decide to switch to presentation of static images instead of video. The decision can be made either by the local controller, or by the central controller.

Feedback reporting of any incidents in association with the presented displays to the central controller from the local unit can be provided.

An embodiment is shown by the flowchart of Figure 6. At the 100 display data is communicated to a local control unit, such as unit 10 of Figure 1 . As explained above, speed of the approaching vehicle is determined at 102 for synchronisation of the presentation at 104 with the speed of the vehicle. The local unit can determine at 106 information that is associated with the presentation. For example, the local unit 10 can be arranged to determine information based on which a report can be prepared at 1 10 as of what displays have actually been displayed by the display apparatus 20, about the timings and /or lengths and/or formats of the displays and so on. The information can be fed at 108 back to the central controller 1. The central controller can then prepare one or more reports at 110 based on the information. The report can identify vehicles and associate by means of appropriate binding information particular vehicle with particular displays that where presented. The local unit 10 can, for example, determine and report the displays presented and timing information based on the speed information, determined e.g. by means of the speed detector 28. The local unit can also feed back information that can be used by the central controller to determine the displays that have been presented, for example information identifying the displays that were in the sequence of displays to be presented, about the timing of the presentations and about the determined train speeds. In the example explained above with reference to Figure 5 displays 45 to 47 are displayed for trains travelling on the nominal speed during a 30 second period. In accordance with an embodiment, if a train is slowed down, one or more additional displays can presented at the end of the sequence of displays 45 to 47. For example, topical information such as a newsflash, information regarding the cause of the slowdown and so on may be presented if it is determined that there is time for this. The "spare" display capacity can be utilised in various other manners as well, for example for low rate information and/or for long term announcements, or to present some artwork. A display can also be presented on a substantially real time basis. For example, in response to determination by the local unit 10 that the speed of train is slower than usual and thus there is spare capacity a request for display data for one or more further displays can be sent to the central controller 1. The central controller can then respond this feedback by sending at 1 10 additional display data for a topical display to the local unit 10. According to a possibility the local unit 10 simply feeds back information regarding the speed of an approaching train, and the central unit 1 sends back display data for at least one additional display if the central controller determines that there is free capacity in the sequence of displays.

The additional displays can be transferred on demand from the central controller, or they can have been uploaded beforehand and stored in the local unit. In accordance with an embodiment the display apparatus can be arranged to provide lighting and/or a guidance system. Using the train and tunnel application as an example, white light generating LEDs on pillars 22 can be lit, for example, when a train is detected as having come to a standstill in a dark tunnel. Thus the carriages can be provided with light from the side. This can become particularly useful if the electrics of the train have failed and/or if the train has to be evacuated. It shall be appreciated that lighting can also be provided in the tunnel or other dark place, as the display apparatus can extend over substantial lengths in the tunnel or elsewhere.

Another safety feature that can be provided can be described using again the train and tunnel example. Appropriate lighting elements of the display apparatus, such as LEDs, can be lit so that a static sign or symbol, for example an arrow, exit sign, a warning sign and so forth become visible. This can even be provided when the white light producing LEDs are energised, for example by energising red light producing LEDs. The signs can be flashed so as to emphasise the importance thereof. A plurality of signs, for example a plurality of arrows pointing to an exit can be provided. The arrows or other signs can be animated by energising appropriate LEDs in turn.

The control of, for example the decision to switch on the lighting and/or signage features can be done by the local controller. Control can also be provided by the central controller based on information from the local unit that the train is not moving and/or other sources.

In accordance with a possibility passengers on board are provided with a possibility to interact with the media displayed to them by means of a display apparatus. For example, a passenger can interact by means of his/hers cell phone or another wireless communication device with the media while travelling. An example of this is illustrated in Figure 7. Wireless interactivity between the local control apparatus 10 and/or the central sever 1 and wireless devices 50 of viewers on board can be provided for example by means of a short range radio link such as the Bluetooth™ or a local WLAN or WiFi between the devices and radio apparatus 16, 17 of the controller apparatus 10. The communication may also occur via a mobile or cellular network. Techniques such as cell broadcasting and so on may also be used. By means of this passengers can react to displays, for example by sending a text, calling a number or going to a Internet address (e.g. www.abc.com) shown on the display or communicated to them via the short range link and/or cell broadcasting. The viewers may wish to send and/or receive various additional information, for example give feedback, participate a competition, register to a service, order something and so on. In accordance with a non-limiting example a coffee house or other chain advertisement is communicated via Bluetooth™ or cell broadcast or Short Message Service (SMS) message to viewers with the address of the nearest branch. The viewers may also be communicated with a promotional code which would give them a discount.

It is noted herein that while the above describes exemplifying embodiments of the invention, there are several variations and modifications, which may be made to the disclosed solution without departing from the spirit and scope of the present invention.

Claims

1 . An apparatus for controlling displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising:

an interface for communication with a remote computer; and

at least one processor configured to control the operation of the display apparatus and to cause sending of information associated with presentation of displays to said remote computer.

2. An apparatus for controlling displays presented by local display apparatuses, comprising:

an interface for communicating display data to local controllers via a data network and for receiving information associated with presentation of displays from the local controllers; and

a controller configured to process the received information to generate reports associated with the displays and/or to provide the local controllers with further instructions in response to the received information.

3. An apparatus for controlling displays provided by a display apparatus to viewers moving past the display apparatus, comprising:

at least one processor configured to cause sending of a request for display data to a remote controller; and

an interface for receiving display data,

wherein the at least one processor is configured to verify that the received display data originates from the remote controller and to generate instructions for at least one visual display by the display apparatus based on the received display data only if it is determined that the display data originates from the remote controller.

4. An apparatus as claimed in claim 1 or 2, wherein said information comprises information associated with at least one of number of viewers who have moved past the display apparatus, presented displays, and speed of the vehicle.

5. An apparatus as claimed in claim 1 , 3 or 4, comprising means for providing passenger data for use in estimation of the number of viewers that saw a particular display.

6. An apparatus as claimed in claim 5, the means for providing passenger data comprise at least one camera.

7. An apparatus as claimed in claim 1 or 2, or any claim dependent on claim 1 or 2, wherein the information associated with the presentation comprises at least one of information regarding display times, display locations, format and/or length of presented displays, displays in a sequence of displays, detected speed of the vehicle, and a request for further display data.

8. An apparatus as claimed in any preceding claim, comprising means for broadcasting or multicasting or unicasting the display data.

9. An apparatus as claimed in any preceding claim, wherein the display data is transmitted at a predefined time.

10. An apparatus as claimed in any preceding claim, wherein the display apparatus comprises at least one array of light emitting diodes, the at least one array being mounted by tracks.

1 1 . An apparatus as claimed in any preceding claim, being configured to provide lighting and/or sign by means of the display apparatus.

12. An apparatus as claimed in any preceding claims, comprising means for enabling communication of data between communication devices of the viewers and at least one controller associated with the display apparatus.

13. An apparatus as claimed in claim 12, wherein the communication comprises at least one of communication of data on a short range radio link, broadcasting data in the area of the display apparatus, and communication via a cellular network.

14. An apparatus as claimed in claim 1 or 3, or any claim dependent on claim 1 or 3, wherein the at least one processor is configured to adjust the presentation of displays based on determined speed of the vehicle.

15. An apparatus as claimed in claim 14, wherein the at least one processor is configured to request for further display data based on the determined speed.

16. An apparatus as claimed in claim 14 or 15, wherein the at least one processor is configured to adjust the rate of frames of a video presentation based on the determined speed.

17. A method for controlling displays provided by a display apparatus for presenting displays to viewers on a vehicle moving past the display apparatus, comprising:

determining information associated with presentation of displays; and communicating the information to a remote controller.

18. A method for controlling presentation of displays by local display apparatuses to viewers on vehicles moving past the local display apparatuses, comprising:

communicating display data via a data network for generation of at least one display;

receiving information associated with presentation of displays from at least one local controller associated with a display apparatus; and

processing the received information to generate at least one report associated with the displays and/or to provide the at least one local controller with further instructions in response to the received information.

19. A method for controlling displays provided by a display apparatus, comprising:

requesting for display data from a remote controller, receiving display data;

verifying that the received display data originates from the remote controller; and

generating, in response to determination that the received data originates from the remote controller and based on the received display data, instructions for at least one visual display by the display apparatus to viewers moving past the display apparatus.

20. A method of claim 17 or 18, wherein the information associated with the presentation comprises said information associated with at least one of number of viewers who have moved past the display apparatus, presented displays, and speed of the vehicle.

21 . A method of claim 20, wherein the information associated with the presentation comprises timing information and/or information about the format and/or length of presented displays and/or information about display locations and/or displays in a sequence of displays and/or the detected speed of the vehicle and/or a request for further display data.

22. A method of claim 21 , wherein the timing information comprises at least one of a start time, end time and length of display.

23. A method as claimed in any of claims 17 to 22, comprising providing passenger data for use in estimation of the number of viewers that saw a particular display.

24. A method as claimed in claim 23, the providing the passenger data comprises taking an image by at least one camera.

25. A method as claimed in any of claims 17 to 24, comprising determining the speed of the vehicle and determining displays that are to be and/or have been presented to viewers in a passing by vehicle based on the determined speed of the vehicle.

26. A method as claimed in any of claims 17 to 25, comprising determining the speed of the vehicle and adjusting the presentation of the displays based on the determined the speed of the vehicle.

27. A method as claimed in claim 26, comprising adjusting the rate of frames of at least one video display based on the determined speed of the vehicle.

28. A method as claimed in any of claims 17 to 27, comprising associating the presented displays with a particular vehicle.

29. A method as claimed in any of claims 17 to 28, wherein the display apparatus comprises at least one array of light emitting diodes, the method comprising controlling the switching on and off of the light emitting diodes based on the display data.

30. A method as claimed in any of claims 17 to 29, comprising communication of data between communication devices of the viewers and at least one controller associated with the display apparatus.

31 . A method as claimed in claim 30, wherein the communication comprises at least one of communication of data on a short range radio link, broadcasting data in the area of the display apparatus, and communication via a cellular network.

32. A method as claimed in any of claims 17 to 31 , comprising providing lighting and/or sign by means of the display apparatus.

33. A method as claimed in claim 32, comprising switching on the lighting and/or sign in response to determination that the vehicle is standstill and/or of an emergency.

34. A computer program comprising program code means adapted to cause performance of the steps of any of claims 17 to 33 when the program is run on a processor.

35. A system for providing displays comprising an apparatus in accordance with any of claims 1 to 16.