Production Guideline Revision 1.1
Updated on 10-Sep-2015
MTR* advertising
Introduction 3
Production Guideline
Panel Video Production 4
General Guideline
Creative Guideline
Audio Guideline
File Output Guideline
Video Specification 5-6
DEC Sticker Extension Production
Sticker Extension Production Guideline 7-8
Clearance Regulation
Causeway Bay AE1 & AE2
Causeway Bay DE1 & DE2
Causeway Bay E4 & E9
Causeway Bay FE1 & FE2
Central E23 & E25
Tsim Sha Tsui AE1 & AE2
9-10
11-12
13-17
18-19
20-24
25-26
Sticker & Panel Mismatch Handling 27
DEC Balustrade Sticker Production
Balustrade Sticker Production Guideline 28-31
Censorship and File Delivery
Censorship 32
One-stop Service Solution 33
Table of Contents
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1. Introduction
Digital Escalator Crown (DEC) are placed at various strategic
locations in MTR System*. The motion visuals of the panels offer
creative flexibility which attracts the attention of many passengers.
•Some key features of DEC:
• Series of 40” HD LCD Panels for high quality visual impact
• An innovative and progressive image for your brand and product
• High creative flexibility that could accommodate animated ads, rotation of multiple visuals
and image-flow execution
• Maximization of ad message allowing digital display with motion and sound effect in a
captive environment
• Right message at the right time allowing creative rotation by different time of the day
•Before proceeding to digital production, it is recommended to have a thorough understanding of the
following guidelines and specifications. All booking details must be confirmed with the JCDecaux
Sales Team before action.
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* *MTR System includes Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung
Kwan O Line and Disneyland Resort Line
2. Production Guideline
A. General Guideline A1. The client / agency should provide all media files.
A2. Digital Panel is designed for video, animation and image-flow presentation. All static images, neither
partial nor full visuals that compose the overall advertisement, are not recommended, except the first two
and the last two panels of each escalator excluding Escalator CAB-E4 - Platform up to Sogo Concourse.
An image is defined as static when any visual displayed at the same location on a single panel without
any movement: (i) occurs for 2 seconds or above; or (ii) accounts for 20% of the total duration of the
advertisement if the duration of the advertisement is under 10 seconds.
A3. Tsim Sha Tsui station AE1 travels upward from concourse to exit A during 8:30 a.m. to 9:30 a.m. from
Monday to Friday. A separate set of files is required for the time slot mentioned.
B. Creative Guideline B1. Strong light, flashing, sparking or rapid movement of image effect in the creative, visuals or image-
flow execution should be avoided
B2. Special visual or sound effects which simulate technical failure (e.g. Snowy / Noisy visual effect,
signal lost, disruptive audio, emergency sound effect) and may mislead / irritate the audience should be
avoided.
C. Audio Guideline C1. It is recommended not to present different audio tracks for in different escalators / panels to ensure
optimal visual and sound association for both passengers travelling upward and downward.
C2. Audio output level should be within -12 to -6dB. The actual on-site audio level will be controlled under
78dB.
C3. Audio track should be embedded in video files and in animated panel files only. Do not embed any
audio effect in static panel or submit in separate file.
C4. Soft, simple sound effect is recommended. Background music and sound track is not accepted.
D. File Output Guideline D1. If the output file(s) consist more than one part or create in a self-looped format, a transition effect in
between each file conjunction is recommended for ease transition.
D2. Recommend to submit native HD file. Conversion from low-resolution sources to HD format should be
avoided. Cropping and enlarging video file should be avoided.
D3. It is recommended to round up the duration of all video files in second (1 second is equivalent to
25fps (e.g. 7 sec in 25 fps frame rate setting, the video duration should be 175 frames).
D4. Media file should be encoded by Adobe Premiere or Windows Expression Encoder 4.
The above guidelines are subject to change by JCDecaux Transport due to changes of the guidelines
from the MTR. For details, please refer to the Terms and Conditions of all our current rate cards and sales
materials. All the artworks and displays are subject to final approval and confirmation from the MTR
before posting.
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2.1 Panel Video Production
Panel Production Guideline
2. Production Guideline
5
2.2 Panel Video Production
Video Specification
Video Format:
Windows Media
Codec ID: Windows Media Video 9 (WMV9)
comply with main profile (MP) levels in VC-1 specification
Resolution: 1,080 x 1,920 Pixels
Bit Rate:
8,000 kbps (min.) - 9,000 kbps (max.)
(Including audio effects) in Variable Bitrates Mode
* Bitrates Value and mode may subject to modification based on the trial result for
optimized performance and visual quality
Remarks:
a. Frame Rate: 25 fps
b. Code ID is WMV3.
c. Audio Codec: Windows Media Audio
Codec ID: Windows Media Audio 9
Bit Rate: 96 kbps & in 64 kHz with 2 channels
d. Media file should be Encoded by Adobe Premiere or
Windows Expression Encoder 4 #1,2
#1 Higher version or compatible versions generated by other Windows Expression
Encoder is not be accepted #2 The media file encoded by encoder other than Windows Expression Encoder 4
is not recommended even if the encoder is designed by Microsoft.
e. Audio effect should be incorporated in the video file of
animated panels except static panels
4. Production Guideline
6
2.2 Panel Video Production
Video Specification – Reference Sample of Media Information
Video Media Information
without audio
Video Media Information with
audio
4. Production Guideline
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2.3 DEC Sticker Extension Production
a. Sticker Extension Production Guideline
For the dimension of Digital Escalator Crown Sticker Extension,
an on-site inspection and measurement by contractor are
compulsory before installation.
Protection measures must be applied on the LCD panels
before sticker installation.
Special attention should be given when die-cutting the
sticker for the LCD TV panel. No scratch mark is accepted or
the contractor will be subject to penalty.
Protection measures must be
applied
For details of the Site Inspection &
Measurement, Method Statement, Installation &
Removal of Digital Escalator Crown Sticker
Extension, please refer to “MTR Feature Ads
Installation Guideline for Contractor”
4. Production Guideline
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2.3 DEC Sticker Extension Production
a. Sticker Extension Production Guideline
JCDecaux Transport Sales Enquiry Sticker is located on the first
and the last panel of each escalator. The stickers cannot be
removed/remounted. Sales Enquiry Sticker covered by
advertiser’s stickers must be properly protected.
Protection measures must be applied
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB AE1&AE2 (lower side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB AE1&AE2 (upper side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB DE1&DE2 (lower side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB DE1&DE2 (upper side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
To avoid confusion and conflict between the creative of “DEC CAB E4&9 -
Platform up to Sogo Concourse” and the “Product Showcase” in Causeway
Bay station, plain color treatment should be applied to the sticker of DEC
CAB E4, as stated in the graph below.
No product image, background, logo or slogan is allowed in the area. Unless
the Product Showcase” is booked by the same advertiser
Plain Color Sticker
Area- DEC
No product image,
background, logo or
slogan is allowed
CAB E4&E9
4. Production Guideline 2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB E4&E9
(Situation 1)
4. Production Guideline 2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB E4&E9
(Situation 2)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB E4&E9 (lower side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB E4&E9 (upper side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB FE1&FE2 (lower side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CAB FE1&FE2 (upper side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
E23
POW Area
No product image, background, logo or slogan is allowed in the
area highlighted in Red for CEN E23&25. Unless the “Poster On
Wall next to DEC Zone” is booked by the same advertiser
Normal 150mm plain color clearance
is required for station signage
Exceptional if Poster on Wall
next to DEC Zone is booked by
the same advertiser
CEN E23&E25
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
E25
POW Area
Exceptional if Poster on Wall
next to DEC Zone is booked by
the same advertiser
No product image, background, logo or slogan is allowed in the
area highlighted in Red for CEN E23&25. Unless the “Poster On
Wall next to DEC Zone” is booked by the same advertiser
Normal 150mm plain color clearance
is required for station signage
CEN E23&E25
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
CEN E23&E25 (lower side)
4. Production Guideline
23
2.3 DEC Sticker Extension Production
b. Clearance Regulation
CEN E23&E25 (upper side)
4. Production Guideline 2.3 DEC Sticker Extension Production
b. Clearance Regulation
CEN E23&E25
(Exceptional Case)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
TST AE1&AE2 (lower side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
b. Clearance Regulation
TST AE1&AE2 (upper side)
4. Production Guideline
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2.3 DEC Sticker Extension Production
c. Sticker & Panel Mismatch Handling
To ensure DEC panel videos match with the sticker extension,
Production House shall arrange a site inspection on the launch day
and send the revised video file If any for the mismatched panel to
JCDecaux for rectification.
Matched Mismatched
Sticker
Extension
Panel
4. Production Guideline
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2.4 DEC Balustrade Sticker Production
a. Balustrade Sticker Production Guideline
Triangular Safety
Message
Safety
Sticker
Emergency
Plunger
4. Production Guideline
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2.4 DEC Balustrade Sticker Production
a. Balustrade Sticker Production Guideline
The FIRST and the LAST pairs of balustrade safety sticker
shall leave at least 150mm clearance.
4. Production Guideline
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2.4 DEC Balustrade Sticker Production
a. Balustrade Sticker Production Guideline
At least 50% of the total number of balustrade safety sticker
cannot be covered.
For example:
If there are 6 pairs of safety stickers on the balustrade, at least
3 pairs of balustrade stickers cannot be covered by the
balustrade stickers. Die-cut area should be reserved for non-
covered safety stickers.
Balustrade Sticker Area
Clearance Area
ST Safety Sticker
EP Emergency Plunger
TSM Triangular Safety Message
For details of the Site Inspection &
Measurement, Method Statement,
Installation & Removal of Digital Escalator
Crown Sticker Extension, please refer to
“MTR Feature Ads Installation Guideline for
Contractor”
4. Production Guideline 2.4 DEC Balustrade Sticker Production
a. Balustrade Sticker Production Guideline
Emergency plunger and triangular safety message shall have at least
15cm clearance.
Balustrade safety sticker cannot be removed/remounted onto the
advertiser’s sticker. Safety sticker covered by advertiser’s stickers
must be properly protected.
15cm clearance around
emergency plunger and
triangular safety message
No Clearance
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3. Censorship and File Delivery 3.1 Censorship
Artwork must be submitted for approval and processing by MTR and OFNAA 15 working days prior to
commencement. No advertising material can be posted in the MTR without artwork approval. Late submission
of artwork may result in delay of posting and forfeit of display time which the advertiser and/ or its advertising
agency will bear full responsibility. JCDecaux Transport will not be responsible for any resultant delay.
Please send the finished artwork in CD/ DVD-ROM or via ftp to:
Ms. Valerie Ho (Senior Traffic Officer)
JCDecaux Transport
14/F, Oxford House, TaiKoo Place, 979 King’s Road, Quarry Bay, Hong Kong
Email: [email protected]
Direct line: 3960 3352
* Output file for onsite trial is set of video based on the finalized & approved creative. Files are used for technical trial and onsite actual deployment prior campaign launch.
# Final Output file is set of video with minor fine tuning / necessary modification based on the trial result and technical advise
Important Deadlines
Storyboard submission - 15 days prior to campaign start date
Video submission for censorship - 12 days prior to campaign start date
Output file submission for onsite trial – 10 days prior to campaign start date
Final output file submission - 3 days prior to campaign start date
Submission deadline for the above material is set by 15:00 of each specified date.
For submission after 15:00 in the same day, material will be considered as submitted on the next working day.
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On-site inspection
for POW & Panels
mismatch
Final Output file
submission#
On Air
Week 4 Working Day 0 Working Day 1 Working Day 2 Working Day 3 Week 4
POW Color Test
** DEC Trial booking subjected to campaign censorship progress and MTR
maintenance schedule**
DEC Trial
Week 3 Working Day 4 Working Day 5 Working Day 6 Working Day 7 Working Day 8 Week 3
Output file
submission for
onsite Trial*
Video censorship
submission for
OFNAA
Week 2 Working Day 9 Working Day 10 Working Day 11 Working Day 12 Working Day 13 Week 2
Storyboard
censorship
submission
Week 1 Working Day 14 Working Day 15 Working Day 16 Working Day 17 Working Day 18 Week 1
Sat Fri Thu Wed Tue Mon Sun
4. One-stop Service Solution
Our “One-stop Solution” offers recommendations on the creative and production to client
who have limited knowledge in developing creative for Digital Panels. Additional services
such as photography, video shooting and 3D rendering for source materials can be provided
upon request.
All the above services are subject to a separate quotation and will be considered on a case
by case basis.
If you have any queries, please do not hesitate to contact
Mr. Alvin Ip – Technical Enquiry
Assistant Project Manager
Email: [email protected]
Direct line: 2862 7280
Ms. Ivy Wong – Production Enquiry
Senior Digital Production Officer
Email: [email protected]
Direct line: 3960 3300
Ms. Valerie Ho – Censorship and File Delivery
Senior Traffic Officer
Email: [email protected]
Direct line: 3960 3352
JCDecaux Transport
14/F, Oxford House, TaiKoo Place, 979 King’s Road, Quarry Bay, Hong Kong
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