A NEW electric billboard is planned for one of Hereford's busiest roundabouts.

Advertisement Consent is being sought for a new LED sign at the Asda roundabout, where the A465 Belmont Road meets the A49 Ross Road near Greyfriars Bridge.

The new sign would be on the side of the Pizza Hut takeaway, formerly the Treacle Mine pub.

Plans were approved to turn the old pub into a takeaway for the chain, but now it wants a big advertising board.

Plans sent to the council show the digital display would have an illuminated surface area of 12.72 square metres, and the sign would measure 4.08 metres wide by 3.12 metres high.

Hereford Times: An artist's impression of the proposed new sign at Pizza Hut. Picture: Scanlite Visual Communication/Herefordshire CouncilAn artist's impression of the proposed new sign at Pizza Hut. Picture: Scanlite Visual Communication/Herefordshire Council

It would be on the side of the building facing north towards Greyfriars Bridge and St Martin's Street, plans from consultants Scanlite Visual Communications show.

Documents said the sign would only be as bright as is deemed necessary to be visible and legible over the ambient light conditions, and will operate at "extremely low brightness" at night.

As for the content, consultants said there would be smooth transitions between static pictures which would be clear and easy to read.

They said the content will not flash and will not contain any moving images as to not cause a distraction.

"The display will be fitted with a safety mechanism to switch off immediately should a malfunction occur," they added.

Comments on application 221620 can be made until June 25, with planners setting July 12 as a target date for a decision.