Dedham Selectmen Raise Doubts on Clear Channel Digital Billboard Plan

Dedham selectmen expressed caution Thursday evening for a proposal by Clear Channel Outdoor to place a LED digital billboard at the University Avenue MBTA station.

Clear Channel doesn't need expressed approval from the Board of Selectmen because the billboard is on MBTA land, but representatives of the media company said they and the MBTA want local support first.

"The T doesn't want to make enemies, and nor do we," said Stephen Ross, president of the company's Boston division.

The proposed billboard would be 55 feet off the ground, 14 feet tall and 48 feet wide, Clear Channel representatives said Thursday. It would feature an LED screen that would rotate advertisements every 10 seconds in a "slideshow" format.

"It does not have the ambient light that our normal structures have, which is when the light shines against the [vinyl] board and then you get all of the radiant light," Ross said.

The Massachusetts Highway Department’s Outdoor Advertising Board recommends, as policy, to receive local support before moving forward with any new billboard placements, Ross said.

The Dedham board said they feared that neighborhoods bordering Rte. 128 would be able to see the sign from "their second-story window."

"If you draw a radius several hundred yards from that location, it would impact residents in the Greenlodge section of town," selectman Michael Butler said. "I'm wondering to what extent people in the neighborhood would be able to see this."

Selectmen will gauge community support before taking an official stance.

In 2010, Dedham selectmen joined Westwood officials in opposing a standard Clear Channel billboard at the MBTA station, according to a Boston Globe article published at the time.

As perks, the media company would offer to either take down three vinyl billboards in Dedham, or pay the town $25,000 a year for 25 years.

Clear Channel also would offer Dedham at least five hours of programming per month at no cost - plus first option on unsold time slots.

"That's an interesting carrot to give us," selectman Paul Reynolds said. "It's great to have programming that benefits the town, but in aggregate, are we winning or are we losing as a town?"

Currently, the state is conducting car crash studies near 13 piloted digital billboards throughout the state - which include several owned by Clear Channel, Ross said.

While the state hasn't published the results, Ross said indications are that they will show a neutral impact.

"The results from the crash data study will come back shortly, and hopefully it will prove it isn't a distraction," Ross said.

But selectmen raised concerns about the proximity of the billboard to split between I-95 and I-93, as well as yet another distraction for drivers.

"The sign wouldn't be doing its job if it didn't attract your attention," Reynolds said. "Along with it being 'television on a stick' right across from Blue Hills [Reservation]."