Photo: Lime / Alexander Matveev
at stations and in trains of the Moscow metro will earn TVs. The subway will provide space for 564 screens and associated equipment. Metro ready to conclude the contract for the rights to broadcast “channel” on its territory, with the price of the contract is 1.1 million. This was told to “Izvestia” a source in the State Unitary Enterprise “Moscow Metro”. Installation of equipment for the broadcast in the metro will start in September 2013, and the channel has to earn in January 2014.
As explained in the subway, the screens may be bilateral, and will reach a length of 1.15 m and a height – 0,645 m panels will be placed at a height of not less than 2.2 m According to the plans the metro, the innovation will enhance the “quality of service passengers “and” attractiveness of the Moscow Metro as a comfortable form of public transport. ” Commuting to the capital’s residents will be able to learn “about the latest news of the city, the government decisions of the Russian Federation and Moscow, significant social projects.” News should be transmitted at least once per hour and be followed by “titles with text information, duplicating, supplemented or elaborated visuals.” It is also planned to inform Moscow about the weather, exchange rates, the current transport situation and the incidents in the city.
In case of emergency the passengers will not only be promptly informed, but also get advice on how to behave. A lot of information is about the subway: TV show clips “on the notation to simplify movement on the territory of the underground, the methods of payment services underground, on the technical events held in the territory of the underground.” It is planned that a “socially oriented” information will take at least 80% of the content channel. Thus 70% of the volume of all the information should not “lose the information content for the passengers in the exercise of broadcasting on mute.” Broadcasting will last as long as the work underground “with 5.30 to 1.00.
Number of screens in stations and compositions will vary depending on the length and load branch. Most screens, 75, set to Serpukhovsko Timirjazevskoj-line, least of all 15 – to Butovskaya. At the Riga branch Kaluzhsko-hing 72 videoschita at Sokolniki and Tagansko-Krasnopresnenskoj – on 57 screens in each, on the Circle Line will run 36 “TV,” Kalinin – 24.
expert public organization “The city and transport” Vladimir Sviridenkov explained that the system videoinformirovaniya passengers exists in many underground world.
– Most monitors in the coaches used to broadcast information and commercials. At the stations most often is the projection of images or videos on the track walls, which stand facing the passengers waiting for the train. It is more effective and cheaper than to put monitors on the platform itself, – he said.
Sviridenkov noted that the installation of monitors in the rolling stock can be a troublesome task, if the technical characteristics of cars do not provide for additional allowances for electricity supply or cabling. He also added that the movies even in modern, quieter, more cars should be broadcast without sound.
Chairman of the Moscow advertising guild Irina Matysyak recalled that for the next 3.5 years the official operator of subway advertising company remains “Avtosell».
– «Avtosell” signed a contract with Metro for five years, was only a year and a half – said Irina Matysyak. – The agreement implies that “Avtosell” will be the sole operator. If Metro will provide an opportunity to work on the TV channel to another company, it will cause on “Avtosellu ‘strike will mean that the subway does not protect the interests of its partners.
According to the expert, advertise on TV in the subway is down to mass brands products. At the same time, according to experts, many passengers will find a service imposed.
– Young people with gadgets and headphones will not pay attention to the channel, and retirees will be forced to watch and listen against their will – summarized Matysyak.
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