A Sign of the Times

AMD’s FirePro series lights up Godzilla-sized Times Square digital sign.

[Editor's note: blog updated 8-18-15 to remove "Radeon" and make other corrections.]

They say the lights are bright on Broadway, and they ain’t kidding.  A new AMD-powered digital sign makes a stadium Jumbotron look small.

I’ve done a few LAN parties and appreciate an immersive, high-res graphics experience. But nothing could have prepared me for the whopping 25,000 square feet of graphics in Times Square powered by AMD’s FirePro series (1535 Broadway, between 45th and 46th Streets).

The UltraHD media wall is the ultimate digital sign, comprising the equivalent of about 24 million RGB LED pixels. The media wall is a full city block long by 8 stories high! Designed and managed by Diversified Media Group, the sign is thought to be the largest of its kind in the world, and certainly the largest in the U.S.

AMD-powered digital sign will soon grace Times Square, boasting America's largest digital sign.

Three AMD FirePro UltraHD graphics cards drive the largest digital sign in the world.
This view of Times Square shows the commercial importance of high-res digital signs. [1 Times Square night 2013, by Chensiyuan; Licensed under GFDL via Wikimedia Commons.]

The combined 10,048 x 2,368 pixel “display” is powered by a mere three AMD FirePro graphics cards. Each card drives six sections of the overall display wall. The whole UHD experience is so realistic because of AMD’s Graphics Core Next architecture that executes billions of operations in parallel per cycle.

The Diversified Media Group’s Times Square digital sign is powered by AMD FirePro graphics, shown here under construction. [Courtesy: Diversified Media Group.]

The Diversified Media Group’s Times Square digital sign is powered by AMD FirePro graphics, shown here under construction. [Courtesy: Diversified Media Group.]

AMD’s well-proven EyeFinity capability sends partitioned images to various display zones (up to six), all coordinated across the three graphics cards using the FirePro S400 synchronization module.

The FirePro graphics family was introduced at NAB2014 specifically for high-res, media intensive applications like this. There’s 16 GB of GDDR5 memory, PCIe 3.0 for high-speed IO, and the 28nm process technology used in the Graphics  Core Next architecture balances 3D rendering with GPGPU computation. It all adds up to the performance needed for the Times Square “mombo-tron” skyscraper display.

Only three AMD’s W600 FirePro graphics cards like these power America’s largest digital sign in Times Square.

Only three AMD’s W600 FirePro graphics cards like these power America’s largest digital sign in Times Square.

According to the New York Times, approximately 300,000 people each day will see the sign, advertising that might sell for as much as $2.5 million for four weeks–certainly some pretty expensive real estate, even for NYC. So the sign must look astounding and work flawlessly.

This blog was sponsored by AMD.