Siting of 1 no. internally illuminated digital display board

1. The proposed LED advertisement screen by virtue of its siting, scale and internal illumination would have an overly dominant impact upon the host building and wider streetscene, appearing as a strident, intrusive, incongruous and overly dominant feature in the context of its setting contrary to the requirements of Policies D12 of the Dudley Borough Development Strategy - Advertisement Control (2017), PPG - Advertising (July 2019), the Shopfronts and Advertisements SPD and Paragraph 141 of the National Planning Policy. Refusal Statement Informative The Local Planning Authority is aware of the requirement of paragraph 39 of the National Planning Policy Framework to work with the applicant in a positive, proactive and creative manner, seeking solutions to problems arising in relation to dealing with the application. In this case, after careful balanced consideration the LPA/Officers considers that there are insurmountable technical issues relating to design and the wider area that have not been satisfactorily resolved to demonstrate that the scheme would result in the creation of a sustainable form of development and thereby failing to improve the economic, social and environmental conditions of the area.

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