Digital Signage or Narrow Casting is a futuristic media option with the potential of delivering value much beyond traditional media like billboards, print signage and static display unit in a more controlled format. It comprises of an electronic display screen which is integrated with a player at the back end, displaying dynamic multi-media content which is highly attention grabbing and thus more impact full. The content can be changed on the screen without changing the physical display signage. Dynamic digital signage has become today an innovative way of displaying the information in a multimedia format which presents the information in a place where the target audience receives the communication in a more involving and a unique way.

Digital Signage is also called narrowcasting of electronic signage or deployment of numerous networks carrying the targeting content to various locations like retail chains, institutions, banks, travel lobbies, or corporate offices. Content can go beyond advertising to educate, inform or entertain captive audiences and passers by.

In the narrowcasting world, Content is king and the key determinant of success .To simplify, if content is compared to water. Narrow casting can be compared to a specifically designed canal where the water flows on a pre-defined course whereas broad casting is like a natural river where the water flows in a natural path and does not deter even if the requirement is fulfilled. This results into an accumulated channel flow where the output can be scaled but often not judged. In narrow casting, the same data is segregated, and fused into the channel system laid on a defined path. This saves a lot of content which though important, gets flushed out at unscheduled time and place in a broad casting system. Digital signage is a display of the content meant for a specific target audience on for a purpose and does not throw unwanted content which has no relevance to the target audience.

In a lay man's language, a digital sign is a combination of a playback device with a display unit. According to the application being run, the display could be on a digital screen like LCD, Plasma, LED wall etc.. With numerous options available as per the availability, almost anyone can reap benefits through a digital signage installation by displaying the message of their choice.