A NEW digital billboard could be coming to Hereford, if Herefordshire Council agrees to plans and does not think it would make the A49 dangerous for drivers.

Alight Media, based in London, has asked the council if it can put the digital screen – which would be 6.4 metres wide and 3.4 metres high – on land at the Richmond Place Club in Edgar Street.

Documents submitted with the plans showed the adverts would be mainly seen by traffic heading southbound.

And while consultants recognise there was currently no advertising at the site, it did feel as it was an "appropriate location for a landmark advertising site".

They said The Richmond Club Place had been severely impacted by the coronavirus lockdowns so money from adverts would "assist significantly to the survival of the club along with the opportunity to advertise upcoming events at the club to the local community".

The consultants said there was currently a shift away from traditional posters towards digital boards, but some council could sometimes be resistant to the idea if they were not used to them.

Its location would not affect highway visibility, and as the road was well-lit and had "excellent" forward visibility, drivers would be able to see the board "far in advance without being distracted from the road ahead".

Comments on the advertising consent application can be made until September 17, with October 5 a target date for a decision.