MALMESBURY firm Real Creative Solutions is celebrating after its innovative wireless digital media screens were unveiled at the Millennium Stadium in Cardiff.

The huge screens show a mix of adverts, corporate messages and up-to-date public information in real time.

Three screens were used at the Wales versus England Six Nations rugby match at the beginning of February, but it is hoped up to 550 screens will be up and running around the stadium by the autumn.

The company managed the whole process, from creating the wireless displays through to their installation at the world-famous stadium.

David DaCosta, chief executive of Real Creative Solutions, based at the Charlton Business Park, said: "It's fantastic that this unique technology has been created, designed, manufactured and delivered wholly and completely by a growing local company.

"We wanted to find a new medium for people to advertise on, rather than boring billboards. Places like HMV and big sports stores have pre-recorded messages on huge screens. It normally takes weeks to design the advert and plan everything but with the wireless mechanism we can send a message within seconds.

"But it doesn't have to be advertising. Shopping centres could use them for public information, such as a missing child, or they could be used on the motorway to let people know of a busy area or accident.

"The system is used at the Great Western Hospital in Swindon as a patient call-up system and now 16 other hospitals have approached us about it. The cost of running cable through the Millennium Stadium would be massive and you wouldn't be able to move the screens, so the wireless system was the best option. There is no disruption."

The trial screens at the Wales versus England match were installed in the bar areas. They showed adverts but during the course of the match updates of the latest action on the pitch were provided live via a laptop.

Paul Gentleman, who founded the company in 2002 with Mr DaCosta, said: "With a 75,000 capacity evacuation could be difficult," he explained. "If there was a particular incident in one area of the stadium we could put emergency evacuation signs on the screens in a matter of seconds and direct people away from the incident."

The total project, from initial trials to completion could bring in up to £1 million for the company.

Mr Gentleman said: "We are a Wiltshire based company dealing with other companies on a national and European basis. We are working on projects from Motherwell in Scotland to Yeovil in Somerset and across into Europe. It puts this area on the map."