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From your point of view, these are modern marketing miracles or a horrible horror on the waterways of the city.
Whatever the case may be, the digital billboards that roamed the East and Hudson rivers over the last few months may soon be over, as Governor Andrew M. Cuomo signed a law on Monday for the first time. ;prohibit.
"These floating billboards are a nuisance that darkens our coasts and diverts from the natural beauty of our waterways," Cuomo said in a statement. "This action will help make our waters more enjoyable and safer for all."
The governor's action on the bill, which will come into effect immediately, comes after months of complaints and lawsuits against billboards, appeared last year and irritated sensitivities of some New Yorkers.
But even as the governor and state legislators claimed victory, the company responsible for the billboards, Ballyhoo Media, remained provocative, claiming that it would continue to operate in some form or form. other. They questioned the severity of the ban, which prohibits any vessel with a digital signage board from "operating, anchoring or mooring in navigable waters of the state" it has "flashing lights, intermittent or running".
According to them, this definition leaves enough leeway to allow them to continue to float some of the commercials, which have all boasted of Heineken in Grinch's latest film.
Adam Shapiro, the general manager of the company, said Monday that he was disappointed by the governor's decision but remained "undeterred".
"Our legal team believes that these changes to the law on navigation do not prevent us from functioning", he said in a report. "Instead, they clarify what we can and can not display with our platform. As such, Ballyhoo intends to continue to provide an innovative platform that encourages creativity, collaboration and community. "
Earlier this year, New York City sued Ballyhoo for the purpose of arresting the Florida-based company, arguing that the billboards were a public nuisance and a safety hazard, and was looking for to prevent the company from navigating the barges of electronic billboards.
Subsequently, the city received a preliminary injunction preventing barges from approaching less than 1,500 feet from the coast or from a "main thoroughfare" such as Franklin D. Roosevelt Road or the West Side Highway. . Settlement talks in this case are continuing.
Billboards have also been the subject of legal proceedings in Florida, where they dive into the waters off the Atlantic under the gaze of Miami beach lovers. The Ballyhoo barges feature an LED screen 60 feet long and 20 feet high, visible to several thousand feet away.
In New York, the company had accused city and state legislators of being outmoded, making its fight a First Amendment issue. (Shortly after the city's lawsuit in March, the company launched a billboard with the following message: "Freedom is the foundation of our country.")
The bill, which was passed by the Legislative Assembly in June, allows communities to participate if they want their residents or visitors to be screened while watching the sea or the river. But such a result seemed unlikely to the opponents of billboards, which equated flashing barges with a dangerous distraction for drivers and an ugly intrusion into the natural world.
"I think our river is one of the last sanctuaries for New Yorkers and that it should be treated as such," said state senator Brad Hoylman, the Democrat of New York. Manhattan who sponsored the bill in Albany 's upper house. "We do not need Times Square to wander in front of us when we relax, play, or wander."
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