Next subway stop is TV
Published September 21, 2004
"Even though on a relative basis, it's a small portion of the pie, it's still a lot of money," said Vince Rodo, the TTC's general secretary, adding that $5.5 million revenue shortfall "would be the equivalent of a nickel fare increase halfway through the year."
The only way the TTC can earn enough to cover that loss in advertising is if Viacom is able to earn more from its exclusive advertising rights than it has budgeted.
"Hopefully they sell a lot of advertising and we're not stuck with the guaranteed minimum," said Rodo.
"To that end, there are some things in there that we are prepared to take a serious look at."
Another new revenue generator could be the sale of ads on LCD monitors installed in some subway cars and platforms in a pilot project this fall that could go system-wide next year and ultimately spread to streetcars and buses. Those LCD monitors — like a TV screen, but with no sound — would display news, sports, weather, and TTC information such as displaying the next stop, or advising of delays. The concept is already in place in elevators in business towers, but the TTC will use bigger screens.
"The video concept will fit nicely for the passengers," said Arakgi. "I think it's going to enhance the ride.
"When you and I get on and we stare at the advertising, but now there's going to be different advertising there. Nobody wants to look at each other any more, that's too bad.
"As the system grows, it will announce the next stop. For somebody who's hearing impaired that's a great advantage, they'll be able to look up and see the next stop is Dundas, or Bay, or whatever."
Rodo says the TTC will canvass its passengers on these innovations during the pilot projects to gauge acceptance.
"If the customers hate it ... we won't do it," said Rodo. "If they tell us it's not so bad, then you might think about expanding it and decide if that's a technology we can introduce in the hopes of making up some of that $5.5 million in an attempt to try and do what we can do to fill that gap."
- Next subway stop is TV
- Published: September 21, 2004
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- Section: Culture
- Writer: Jason Koulouras
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Comments on this articleComments
The Proprietor, did you have any strong feelings about the project and images or did they just fade into the background for you?
Thanks for posting
Jason
Maybe NYC should consider something like this, if it'll keep the MTA from raising the MetroCard rates AGAIN.
The first couple of times it was a cute novelty, and drew some conversation in the train car, but the novelty went away quickly. The ad campaign itself was unmemorable (I can't remember who the sponsor was); however I think that something akin to the humorous Super Bowl commercials might have a great impact in this venue.
Although it's an interesting thought to try on the NYC subway system, I think the only place it would work would likely be in the East River tunnels. Anyone who rides the Lexington Avenue IRT during rush hour can attest to the sardine can conditions and frequent between station stops of the expresses, thus ruining the effect.
don't they do someting like this in London? Or is the "animation" effect what makes this novel? Did NYC use this effect?
Advertising is speading to every possible purface and venue - look at blogs. When the concept was proposed two years ago it seemed preposterous, but in general, people don't want to pay directly for information and entertainment and advertising is really the only way to subsidize it.
Good points Eric - seems like everyone wants a free ride at the cost of invasion of every nook and cranny with advertising
Thanks for the insight on the experience, The Proprietor
Ryan, my concern with this plan is that it makes it as if everything is for sale and there is no way to get away from the media messages
Cheers
Jason
TTC is one step behind...
There is a system ot there that gives you full-on TV experience; choice of multiple networks to watch and individual AUDIO feed to every person,without creating noise pollution..
...it 'll be massive!
Paul
Add your comment, speak your mind
(Or ping: http://blogcritics.org/mt/tb/20069)
The PATH system had similar images on the 6th Avenue portion of the line two years ago. Somewhat interesting in that they didn't try to use them in the Hudson River tunnels for a longer presentation, but it did get a bit of conversation going on the way to Jersey.