The surface of this billboard is not a liquid crystal diode screen – the energy-hungry display common to laptops and increasingly to cellphones, digital cameras, digital organizers and flat-screen computer monitors and television sets. Neither does this billboard share the light-emitting-diode technology that makes million-dollar-plus video screens light up the night in Times Square, Las Vegas and sports arenas around the world.
What makes the electronic billboard possible is an innovation by a New York-based display technology company whose name, Magink, is a combination of the words magic and ink. Its approach to imaging departs from the way most text, graphics and images are electronically presented, including the way expensive plasma screens work, as well as cathode-ray tubes, the old workhorses still found in most television sets and desktop computer monitors.
By creating a paste made of tiny helix-shaped particles that can be minutely manipulated with electric charges to reflect light in highly specific ways, Magink can produce surfaces that look like paper but behave like electronic screens, rendering high-resolution, full-color images without ink – or, as Magink executives like to refer to the process, with digital ink.
Ran Poliakine, chief executive of Magink, said the idea was to create visually compelling ads that could be replaced frequently – perhaps hourly, based on consumer response – and could be controlled remotely, all with far less energy and at a far lower cost than a video billboard.
Electronic paper and digital ink can have far-reaching implications for displays – think of it as a 10X Tsunami.