Section 201.15. Electronic signs.

 

(1)   Purpose. The purpose of this section is to set standards for the use of signs whose messages may be changed by electronic process in accordance with 23 USC 131 (c) (3) and (j), and ss. 84.30 (3) (c) and (4) (b) , Stats.

(2)   Definitions. In this section:

(a) "Activities conducted on the property on which the signs are located" has the meaning provided in s. Trans 201.19 (2) .

(b) "Message" means anything displayed on a sign, including copy, art animations and graphics.

(c) "Multiple message sign" means an outdoor advertising sign, display or device whose messages are on triangular louvered facings and are changed by electronic rotation of the louvers.

(d) "Public service information" means a message on an electronic sign which provides the time, date, temperature, weather, or information concerning civic, charitable or other noncommercial activities.

(e) "Segmented message" means any message or distinct subunit of a message presented by means of at least one display change on a variable message sign.

(f) "Traveling message" means a message which appears to move across a variable message sign.

(g) "Variable message sign" means an outdoor advertising sign, display or device without moving parts whose message may be changed by electronic process through the use of moving or intermittent light or lights.

(3)   Variable message signs. Signs authorized under s. 84.30 (3) (c) and (e) , Stats., may consist in whole or in part of a variable message sign subject to all of the following restrictions:

(a) Signs erected under s. 84.30 (3) (c) , Stats., may be used only to advertise activities conducted on the property on which the signs are located or to present public service information.

(b) Signs erected under s. 84.30 (3) (e) , Stats., may be used only to present public service information.

(c) No message may be displayed for less than one-half of a second.

(d) No message may be repeated at intervals of less than 2 seconds.

(e) No segmented message may last longer than 10 seconds.

(f) No traveling message may travel at a rate slower than 16 light columns per second or faster than 32 columns per second.

(g) No variable message sign lamp may be illuminated to a degree of brightness that is greater than necessary for adequate visibility. Signs found to be brighter than necessary for adequate visibility shall be adjusted by the person owning or controlling the sign in accordance with the instructions of the department.

(4)   Multiple message signs. Signs authorized under s. 84.30 (3) (c) and (e) , Stats., may consist in whole or in part of a multiple message sign subject to all of the following restrictions:

(a) The louver rotation time to change a message shall be one second or less.

(b) The time a message remains in a fixed position shall be 6 seconds or more.

(c) During an appeal under s. 84.30 (18) , Stats., or any other litigation with the department concerning a multiple message sign, the person owning or controlling the sign shall place the louvers in a fixed position and may not rotate them until a final decision has been rendered.

Cr. Register, July, 1983, No. 331 , eff. 8-1-83; r. and recr. Register, April, 1998, No. 508 , eff. 5-1-98.

Note

A multiple message sign as defined in s. Trans 201.15 (2) (c) refers to the sign known in the outdoor advertising industry as a tri-vision sign, and a variable message sign defined in s. Trans 201.15 (2) (g) includes the device known in the outdoor advertising industry as a commercial electronic variable message sign. Microsoft Windows NT 6.1.7601 Service Pack 1