 13.1 The Council will require and encourage the provision of environmentally sensitive telecommunication apparatus in the Borough, through its control of siting and external appearance of all such equipment. Innovative design solutions that are environmentally sensitive will be encouraged, as will the sharing of facilities. 
In considering proposals for telecommunication development for which planning permission is required and for telecommunication development already granted permission under Part 24 of Schedule 2 of the Town and Country Planning (General Permitted Development) Order 1995 (GPDO), to which the prior approval application procedure is applicable, the following criteria will apply: - The siting and external appearance of apparatus including any location or landscaping requirements have been designed to minimise the impact of such apparatus on amenity, while respecting operational efficiency.
- Antenna have, so far as is practicable, been sited either to minimise the effect on, or to complement or add to, the external appearance of the building on which they are installed.
- Applicants must demonstrate that they have explored all possibilities of sharing existing masts or erecting masts on existing buildings or other structures.
Microcell installations will be expected to utilise existing street furniture. Where they are required to be located in Conservation Areas or adjacent to Listed Buildings, equipment cabinets and poles should be located and designed sensitively. Installations will not be permitted where they would detract from the setting of a Listed Building or the character of a Conservation Area, add to the clutter of the street scene, impede pedestrian flows, or contribute to highway safety problems. In addition the use of Article 4 directions removing Permitted Development Rights for telecommunication development will be considered where there is a serious risk to amenity. Encouragement will be given to the sharing of apparatus, particularly domestic satellite television dishes, in properties of multi-occupancy or other appropriate circumstances. 13.2 Government guidance on telecommunications is contained in Planning Policy Guidance Note 8 (PPG 8). This promotes an approach that balances the need and demand for this developing industry and the protection of amenity. It states that, whilst providing for such development, the appearance of buildings, towns and the countryside needs to be protected as far as possible. 13.3 The Council applies the Code of Best Practice "Telecommunications Prior Approval Procedures" (issued by the DoE, March 1996), for mast /tower development. The Council also welcomes and encourages pre-application discussion on this type of development prior to formal submission of an application 13.4 The Council acknowledges the needs and value of communications. However, it also has an environmental approach, and therefore recognises that it is essential to prevent any particular industry prejudicing efforts to enhance the environment. 13.5 Free-standing mast installations should be as low in height as is practicable. Site sharing will be encouraged by the Council; but where this requires an excessive increase in height of the mast over what would be required for a single operator on a single mast, this will not normally be permitted. Monopole masts are preferable, and all masts will be expected to be colour coated in a colour appropriate to the location. 13.6 Free-standing masts in isolated positions on open ground will only be permitted where they do not adversely impact on the skyline. In particular, the skyline of the Rowley Hills is considered to be of major importance and the Council will seek every opportunity to protect and enhance it. Therefore, proposals for new, or the replacement of existing masts and towers with taller or more substantial structures, will not necessarily be approved. The Council will wish to see evidence that efforts have been made to keep the number and impact of such structures to a minimum when considering proposals. Mast /tower sharing may enable this. 13.7 New structures, where permitted, will have to be located sensitively, be of a high quality of design, and incorporate landscaping and planting where appropriate. Innovative designs will be encouraged but designs that seek to replicate natural features such as trees will be encouraged only where appropriate. The Council seeks to ensure that any development necessary to the reasonable expansion of the industry takes place sensitively with the minimum adverse impact. 13.8 Installations on the roofs of high buildings, such as office blocks or flats, will normally only be permitted where they do not detract from any architectural features of the building or from the street scene or skyline in the vicinity. Lightweight monopole or individual antennae structures are preferred over stub mast installations, to reduce the visual impact on the skyline.
The siting and design of telephone kiosks, including materials to be used, will be carefully controlled to ensure that they do not detract from the visual amenities of the street scene.
Where they are to be located close to Listed Buildings or in Conservation Areas, their external appearance (including design) and siting will be expected not to detract from the setting of the Listed Building or the character of Conservation Areas. Operators will be encouraged to install more traditionally designed kiosks in Conservation Areas.
The Council will encourage and welcome the use of appropriate high quality innovative designs and materials.
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