JCDecaux shows "subopera" in Shanghai metro
JCDecaux is experimenting in Shanghai with a TV series made especially for the metro stations.
The forty-part A Sunny Day is made up of three-minute episodes, to match the average wait between trains. Each part is shown four times an hour, reaching an estimated 500,000 commuters a day.
The show, which has been dubbed a "subopera" rather than a soap opera, is sponsored by Pepsi and Starbucks.
However, audio has been a problem, with some commuters complaining they cannot hear the dialogue over the noise of the metro and the passengers.
Improvements are expected in the next mini-series. Local experts and audiences suggest more suspense and open endings that allow passengers to decide the conclusion, voting by SMS, online, or on touchscreens.
The popularity of the series has also led to a contest for metro passengers to make their own three-minute segments.
China taken as a whole has become JCDecaux's third-largest market in the world by revenue. The company operates metro contracts in seven cities: Shanghai, Beijing, Hong Kong, Tianjin, Nanjing, Guangzhou and Chongqing.
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