Sky News is to provide the rolling news ticker on a giant screen in London's Piccadilly Circus.

The partnership with LG Electronics, will see Sky News providing a 24 hour, 7-day-a-week breaking news feed to accompany and complement the pioneering computer generated imagery and high definition content developed by consumer electronics leader LG.

The site, which overlooks Piccadilly from the top of Haymarket, can be seen by the more than 1.1 million people who pass through Piccadilly Circus each week.

The ticker, which will run across the bottom of the screen, will stream through an IP connection a continuously updating feed offering the very latest in international and domestic news, sports, entertainment and weather. The screen itself boasts the highest resolution in Piccadilly with an enhanced pixel count providing a clear, sharp picture.

John Ryley, Head of Sky News, said: "We are delighted that in having partnered with LG, we are able to offer those who travel to and through Piccadilly Circus the opportunity to stay right up to date with the latest news, sport, entertainment and weather. At Sky News we are always exploring new platforms through which to engage viewers, in offering breaking news. We are pleased that we can do so through one of the UK’s most prominent big screens."

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