News
Fasig-Tipton drives Thoroughbred sales with digital signage, kiosks
June 22, 2010
Fasig-Tipton Co. Inc. has become the first Thoroughbred auction company to deploy a mobile digital signage network.
According to the company, Fasig-Tipton contracted with Hammond Communications Group to design, implement and manage the mobile network, which is built on the Scala 5 software platform. Hammond was challenged to create a cost-effective, mobile, solid-state network that could input many sources of content and redistribute the content to 65 LCD screens positioned throughout a 1-square-mile facility.
The screens are used at the firm's auction locations, which move around the country from city to city, are a combination of public displays that broadcast exciting racing content, and interactive kiosks that deliver on-demand horse-specific information. Fasig-Tipton is able to stream high-definition, live-action content such as racing feeds during auctions to attract and excite potential thoroughbred buyers. At the same time, patrons can use a remote control to change channels and access the specific content required to make a purchase decision, such as a horse's latest updates, workout videos and sales results.
"Before the new digital signage network, we used banks of TVs set up with DVD players showing pre-recorded horse performances, but all of this can now be presented in real-time, in high definition," said Max Hodge, director of client services, Fasig-Tipton. "Our customers absolutely love the system, and our competitors haven't been able to come close to matching it."
Because auctions are held all over the United States, Fasig-Tipton required mobile technology. Hammond built the system and cabled it in road-worthy, shock-mounted mobile racks that can be rolled in, plugged in and up and running quickly at each auction site. The network includes two servers and more than 20 media players, providing 720p channels and supporting multiple content sources, including VGA, DVI, HDMI, SD/SDI, HD/SDI, HD cameras, live Internet streaming, OFT and satellite.
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