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iHeartRadio takes over billboard in south Bronx

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The future is now for a billboard location formerly occupied by an iconic ad.

iHeartRadio, the owner of many NYC radio stations, will soon occupy the billboard advertisement space atop 20 Bruckner Boulevard that was home to the History Channel lettering, the History Channel’s ‘H’ logo and electronic message board for over 15 years before it was removed last February.

The 4,000-square foot advertisement, which will be completed by August 1, will be nearly impossible to miss from parts of Harlem and especially while driving northbound from Manhattan across the Triboro/RFK or Willis Avenue bridges, which yield great views of the south Bronx waterfront.

“This is an iconic billboard space in New York City,” said an iHeartRadio spokesperson. “We are extremely proud of iHeartRadio’s strong presence in NYC and this will be a great visual exposure of the iHeartRadio brand, given the billboard space is visible from various locations reaching millions of people every month.”

iHeartRadio would not go into detail on the terms of the agreement or how many years the advertisement would occupy the space, but did say that the deal was a multi-year agreement.

“In just five years, the iHeartRadio national brand has grown into one of the most-recognized consumer media and entertainment brands in America and our iconic New York radio stations continue to be a huge part of the city’s fabric,” said Bob Pittman, chairman and CEO of iHeartMedia, Inc.

“We couldn’t be more excited to now become part of the physical skyline (of NYC and the Bronx) and this incredible billboard, which reaches millions of people every month with the power of this display, embodies our presence here and our commitment to our listeners,” he added.

“With this billboard change, we are moving towards the future and leaving the past,” said Lloyd Ultan from the Bronx Historical Society, referencing the History Channel advertisement that is now history. “In today’s society, people are always looking to access services digitally, and if this is a vindication that the Bronx is the wave of the future, then I’m all for it!”

“I haven’t yet seen the billboard - but I hope that something is incorporated on the advertisement that displays the identity of this borough,” said Thomas Casey, president of the East Bronx History Forum, who added that a slideshow depicting areas of interest in the Bronx, such as Yankee Stadium, the Bronx Zoo and the New York Botanical Garden, would be a good idea. “It would be nice to have something that welcomes people to this borough”

The building that will sport the iHeartRadio billboard, previously occupied by the History Channel, was once the home of the Ruppert Ice House, an ice manufacturer that operated before the refrigeration era.

iHeartRadio owns stations across the United States, Australia and New Zealand,

It is also available on many platforms, including mobile, internet, home entertainment and automotive devices.

Many local radio stations are part of the iHeartRadio family, including Z100, Power 105, KTU, Lite FM, Q104.3 and WOR, among others.

Clear Channel Outdoor could not be reached for comment.

Reach Reporter Steven Goodstein at (718) 260-4599. E-mail him at sgoodstein@cnglocal.com.

Updated 11:21 am, July 21, 2016
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