Last year, Media Resources Inc., revamped the digital display at the Rogers Tower, located at CityTV’s studio in Toronto. Photos courtesy Media Resources Inc.
By Carly McHugh
When thinking of sights synonymous with Toronto, one would be remiss to forget the bustling blocks of Yonge-Dundas Square. Above the myriad of tourist destinations, restaurants, and shops that line the streets, a plethora of larger-than-life illuminated signs and digital displays wow visitors at all hours of the day and night.
Last year, Media Resources Inc., became a part of the action, when they revamped the digital display at the Rogers Tower, located at CityTV’s studio on the corner of Dundas Street East and Victoria Street.
In collaboration with Branded Cities, the shop’s goal was to convert the old structure—a neighbour to the iconic Sam the Record Man sign—into something more modern and eye-catching. At the outset, the team identified all possible challenges and reviewed Toronto’s requirements for a project of this size and scope, to help them produce a finished product that would satisfy the billboard operator, as well as the city and its residents.
Next, fabrication began on a massive, new 27.4- x 10.3-m (90- x 34-ft) display. It was built in 10 sections, along with a box structure section to accompany the digital LED component. Every step of the process, including design, engineering, and manufacturing was carried out by Media Resources in their shop.
One important factor that came into play was the lighting restrictions Toronto had in place for the area, due to the surrounding residences. The shop leveraged their own light mitigation technology to help overcome this obstacle and resolve any possible disturbances, after which they received a permit to continue with the project. Leveraging the existing structure was also a challenge, which they handled by building out structural sections with a catwalk that mounted onto the existing structure as one piece. After obtaining all the necessary permits and meeting all the outlined requirements, Media Resources was ready to begin their installation. They started by removing the original signage, using a 99.7-t (110-ton) crane and a 154.2-t
(170-ton) crane in tandem. This involved taking down the illuminated flex-face sign cabinet, the digital display, and the illuminated “CityTV” letters. The letters were then saved to be repurposed as part of the new sign.
With the original sign removed, the team began erecting the new one. Using the same two cranes, they installed the steel structure in 10 sections. Once this step was finished, Media Resources added 10 sections of digital LEDs to complete the sign.
Fabrication of the updated display began in June 2022. It was completed and then installed that October, over the course of 10 days.
The updated CityTV spectacular is the first of two large digital conversions Media Resources is rolling out in partnership with Branded Cities.
