Council refuse advertising screen plans in Christchurch

PLANS to install a digital advertising screen along a main route in Christchurch have been refused.

BCP Council said the eight metre LCD screen proposed for the corner of Hurn Road and Hillside Drive would have a “substantial detrimental impact” on the area.

The application was submitted by Mr Ahmed Almady in May, and was quickly hounded with objections.

While the proposed advertising screen was set back from the road, concerns were raised about its impact on drivers.

When Christchurch Town Council planning committee met on Tuesday, June 20, to discuss the plans, these issues were addressed.

Members agreed that the screen would act as a significant distraction to motorists and would create a “disturbing impact” on the area which is an “important gateway to the town”.

They also noted it was “exceptionally large”, “intrusive” and “not in keeping with the surrounding area”, prompting them to raise an objection.

Then, on July 25, BCP Council made the decision to refuse the plans. Their reasons were given in a decision notice to Chapman Lily Planning Ltd – acting behalf of Mr Almady.

It said: “The proposed advertisement, by reason of its size, design, digital display and siting, would form and overtly urban and incongruous feature in this semi-rural location at the urban fringe.

“The advertisement would have a substantial detrimental impact on the amenity of the site which is characterised by its open, undeveloped nature.”

Concerns were also raised over the scheme’s impact on nearby trees. The local authority said: “Located close to the site is a Blue Cedar, Red Oak, Silver Birches, and other tree species that are the subject of Bournemouth, Christchurch, and Poole Tree Preservation Order (TPO) 2020.

“These trees make a positive contribution to the area's verdant character and local landscape that consists of grassed areas with groups of trees.

“While the proposal will not have a direct impact on the long-term longevity and wellbeing of TPO trees, as the sign is situated outside their root protection areas, the proposal will have a direct impact on the character and appearance of the local area by detracting from the visual amenity that these trees contribute to the sylvan character of the locality.”

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