The proposed 6m x 3m LED digital 48 sheet advertising display screen and associated structure, by virtue of its size, prominent position, method of illumination and siting on an extremely prominent and highly trafficked arterial road route into the City Centre, is considered wholly inappropriate. It would constitute an isolated, incongruous and overly dominant feature within the streetscene which gives long range visibility, therefore, the proposal would be to the detriment of local visual amenity and contrary to the City Council's objective of enhancing the main transport corridors into the City Centre. The proposal would furthermore, detrimentally affect the setting of the adjacent William Brown Street Conservation Area and important views into and out of it. For these reasons, the proposal would be contrary to Policies HD25 (Advertisements), HD18 (General Design Requirements), HD12 (New Development Adjacent to Conservation Areas) and OE15 (Environmental Improvement Corridors) of the Liverpool Unitary Development Plan.

The proposed 6m x 3m LED digital 48 sheet advertising display screen and associated structure, by virtue of its size, design and location (in close proximity to existing advertising display panels), would create visual clutter within the streetscene. For these reasons, the proposal would not, therefore, be in compliance with Policies GEN9 (Liverpool City Council), HD18 (General Design Requirements) and HD25 (Advertisements) of the Liverpool Unitary Development Plan.