Daktronics Restructures its Field Service Organization.

New streamlined approach to provide better coverage to customers while decreasing costs

BROOKINGS, S.D. -- Daktronics (NASDAQ:DAKT) today announced the creation of a centralized field service organization dedicated to delivering service to the company's customers nationwide. Field service was previously provided as a function of each of the company's business units.

"We have determined that consolidating our field service personnel into one group creates an opportunity for us to better utilize our field service resources," said Dan Bierschbach, the Vice President of Schools and Theatres and After Sales Service. "This reorganization involves staff who previously played a role in both sales and service in our schools and theaters business unit into a fulltime services fulfillment role along with technicians from other business units."

Bierschbach continued, "Over time, we believe that this change will improve service to our customers while driving significant cost out of our services infrastructure. In the first quarter, this change will transfer some costs from selling expense to cost of goods sold. Then over the fiscal year, as we implement new systems and infrastructure to support this organization, we expect to see positive net impacts on operating margin."

Daktronics is recognized for delivering the most comprehensive service within its industries and remains committed to providing that service into the future in a cost effective way.

To achieve these goals Daktronics has appointed Dan Schulte to the new role of National Field Service Manager. A 20-year Daktronics employee, Schulte has experience throughout the company first as an electrical design engineer, later as a product manager and most recently as manager of the company's technical services department for the Live Events business unit, which included starting the Live Events field service group.

In the new structure, field service personnel will receive additional cross training to serve a broader segment of Daktronics customers. This will allow greater flexibility to respond to customer needs quickly and efficiently.

According to Schulte, "If we have a technician dispatched to a particular sports venue in a given area, this same technician will be able to service a commercial account in that same geographic area. This provides better coverage for customers across business units and eliminates the customer having to wait for a technician trained only to serve commercial accounts."

Daktronics has strong leadership positions in, and is the world's largest supplier of, electronic scoreboards, large screen video displays and control systems. The company excels in the control of large display systems, including those that require integration of multiple complex displays showing real-time information, graphics, animation and video. Daktronics designs, manufactures, markets and services display systems for customers around the world, in sport, commercial and transportation applications.

Cautionary Notice: In addition to statements of historical fact, this news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995 and is intended to enjoy the protection of that Act. These forward-looking statements reflect the Company's expectations or beliefs concerning future events. The Company cautions that these and similar statements involve risk and uncertainties which could cause actual results to differ materially from our expectation, including, but not limited to, changes in economic and market conditions, management of growth, timing and magnitude of future contracts, and other risks noted in the Company's SEC filings, including its Annual Report on Form 10-K for its 2007 fiscal year. Forward-looking statements are made in the context of information available as of the date stated. The Company undertakes no obligation to update or revise such statements to reflect new circumstances or unanticipated events as they occur.