LONDON: Media Metrica, a newcomer to the UK outdoor advertising scene, has notched a claimed world 'first' by clinching a fifteen-year deal with the City of London Corporation to site 100 pairs of video screens on the sides of bomb-proof recycling units for newspapers, cans and bottles. 

Rather than the usual mix of changing eletcronic ads, the screens will broadcast an outdoor TV financial channel in a bid to capture the eyeballs of the newly impoverished denizens of London's financial district. 

The recycling units will be the first on the City's streets since their removal during the IRA bombing attacks of the 80s and 90s. Said to cost around £30,000 ($53,220; €38,520) each, they will be provided free of charge and have been rigorously tested to ensure they are blast-proof.

The scheme is slated to hit the streets by autumn 2009 (by which time the credit crunch will hopefully have mellowed into a credit creak).

Crows City of London Corporation director of environmental services Philip Everett: "The City of London will be the first region in the world to embrace this exciting new platform."

The start-up is now seeking sponsors and also plans to roll-out the concept in lower Manhattan.

Data sourced from Financial Times; additional content by WARC staff