Backup and running? Not this digital sign

Microsoft and backup are two words often uttered together, usually in the form of "Microsoft Windows has crashed again, where's my backup?" The question is: what would a backup look like for a digital sign in Derby? Spotted by eagle-eyed Register reader "nategee" on a stroll in Derby, this sign appears to have spent much of the day pleading to be backed up. This poses an interesting question.