Abstract: Initiating a display screen for presenting information in a public environment. A camera is pointed toward the display screen is panned while capturing multiple image frames from the environment surrounding the camera. During the panning, respective pan and tilt angles of the camera are stored. The image frames and the respective pan and tilt angles are analysed to identify an image of the environment facing the display screen. An image sensor is associated with the display screen. An image feature captured from the image sensor is matched with an image feature captured from the camera of the environment facing the display screen.