All Mumbai buses to get screens by 2012, firm says
An ad-funded digital out-of-home network on Mumbai buses could be rolled out to the entire fleet of more than 4000 within two years.
The screen network, installed by local firm Realtime Interactive in buses operated by Best, is understood to have been introduced in just 150 vehicles, each with two 22-inch screens.
But Realtime Interactive says it plans to fit out all 4120 Best buses within about 20 months.
Dubbed Visual Interactive Transit Entertainment System, its network features content including live news, horoscopes, Bollywood gossip, trivia, and cooking tips as well as bus information and ads. Complementary material can be downloaded to passengers’ mobile phones via Bluetooth.
“The concept is sure to significantly change commuter perceptions in Mumbai,” Kaushik Tanna, MD of Realtime Interactive, was quoted as saying.
“There is intense, real-time engagement activity with the passengers and our aim stands to remove the mundane by providing commuters with interesting and useful information with a range of innovative, interactive concepts by informing, educating and engaging the masses while they are travelling,” said Tanna.
83 percent of Mumbai’s population is estimated to travel by public transport, for an average of 28 minutes per day, although many Mumbaikers have much longer commutes thanks to the city’s sprawl and congested traffic.
An earlier project to place digital out-of-home screens in Best’s buses was conducted by Emnet when it was installing CCTV equipment in the vehicles.
www.emnetindia.com
photo: Andy Wright
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