| Conditions / Reason for Refusal: |
01
The Council considers the illuminated Digital Display Screen (A), by virtue of its overall size and position directly adjacent to the busy Barbot Hall Roundabout together with the illumination, would constitute a source of distraction to motorists, to the detriment of the safe flow of other traffic, contrary to Local Plan Policy SP60 as well as with the NPPF and NPPG.
02
The Council considers that both Illuminated Digital Display Screens would appear unduly prominent and obtrusive in the locality and would represent visual clutter within the streetscene to the detriment of the character of the area, and would contradict the requirement under RB2016/0132 to re-landscape the embankment upon which the adverts are to be placed. As such the proposal would conflict with Local Plan Policies SP32 and SP60 as well as with the NPPF and NPPG.
POSITIVE AND PROACTIVE STATEMENT
The applicant did not enter into any pre application discussions with the Local Planning Authority. It is not possible to support a scheme of this nature nor would any amendments make it acceptable. It was not considered to be in accordance with the principles of the National Planning Policy Framework and resulted in this refusal.
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