Methods and systems use a programmable sign display located in proximity to a traffic light to provide information to motorists upon the motorists directing their attention toward the traffic light. The programmable sign display may receive programming for content to be displayed in various ways, such as through an interface to a telephone network accessible by a cell phone that sends programming information to the sign. The programmable sign may be used to inform motorists of a radio frequency upon which relevant information such as advertising or traffic reports is being broadcast. The programmable sign may be used to provide textual or graphical information, such as an instruction to motorists that relates to avoiding an approaching emergency vehicle. Additionally, management of the sign is provided to coordinate programming and control of the content being displayed. The display of content on the programmable sign display may be coordinated with the states of the traffic light to avoid distracting motorists.