New Delhi: The Indian Railways is drawing up plans to roll out 2 lakh screens across the country, targeting revenue to the tune of Rs 10,000 crore (approx US$ 1554.8 Million) in the next 10 years from this mega advertising platform. Major railway stations will soon have giant digital screens to showcase real-time passenger information & also help the national transporter monetise the opportunity through digital advertising.
- Several top global firms such as Google are keen on taking part in the project & help design the advertising technology.
- Sources said, Microsoft and Reliance have also shown interest.
- An official said,”This is expected to be the biggest advertising platform outside television.”
- To begin with, the plan is to install RDN (Rail Display Network) at around 400 major stations (A category).
- The tender is expected to be awarded by May.
- Large and small digital screens are already functioning at Old Delhi, Gorakhpur, Gwalior & Varanasi as railways had earlier awarded PoC (proof of concept) contract for RDN at these stations.
- Eventually, the proposal is to install about 2 lakh digital display screens at 2,175 railway stations across the country, at the most visible locations.
- The screens will be ‘cloud-controlled’, which will allow effective monitoring of the content.
- Railtel, a state-run undertaking under the railways, will provide the optical fibre cable network as well as its expertise for other technical requirements for rolling out the network.