Metro is considering placing as many as 5,000 LCD or plasma screens that would broadcast real-time customerinformation and advertisements in Metro stations, railcars, buses and bus shelters.
Under the current “Metro Channel” prototype, a third of each 42- to 65-inch screen would be dedicated to Metro customer information, such as train and bus arrival times and service disruptions, and the remaining two-thirds would be allocated to the advertiser’s moving content and to scrolling news headlines.
Metro also would be able to take over the entire screen to broadcast updates and information when there is a system disruption.
The screens initially would be placed on station platforms and outside of station entrances, officials said.
“People like to know — do I have time to get a cup of coffee? Do I have time to stop and chat before I go into the station?” said Metro project manager Jamey Harvey.
Eventually, the screens could be placed in every railcar, bus and bus shelter.
“We need more information out there for customers — this is clearly a way to do it,” board Chairman Chris Zimmerman said after a Metro board committee discussion about the pros and cons of increasing advertising in the Metro system.
The committee voted to seek an advertiser for the channel but deferred the decision about whether Metro would allow the advertiser to broadcast sound with its content. Several expressed concern that customers could find blaring advertisements annoying or intrusive.
“The biggest thing we hear from customers is: no sound,” Zimmerman said. “It’s hard enough now to hear station announcements.”
Metro officials noted that providing a button on the screen that triggers audio, or a wireless audio device, could be necessary to accommodate disabled passengers.
The contract would require the advertiser to pay for the installation and maintenance of the screens and would net Metro an estimated $16 million to $178 million over the life of the 10-year license.
Profits from the deal would be funneled back into customer service initiatives, board members said.
The board is scheduled to review advertisers’ proposals in May, and Metro could begin placing a limited number of screens in stations by this summer. A full rollout is anticipated in 2010.
