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Delhi Metro Rail News Archives »
Movie clip of ad to be shown in Metro tunnel
11, Feb, 2008
Starting next week, those travelling in the underground section of
Delhi Metro will see colourful
movie clips from the train’s window in place of dark tunnels. In what
comes as the first experiment with in-tunnel advertising in the country
— such advertising is common in underground metros in UK and Europe
— those taking the Chandni
Chowk stretch on Line 2 will be able to see a 15 second ad spot
of Kotak Life Insurance just before the train enters the Kashmere
Gate station.
To explain, in-tunnel advertising works on the concept of the age-old bioscope, in which successive picture frames are projected one after another to create a moving picture. Just that here, the pictures are static on the walls of the tunnel and the train is moving. The successive images are placed in a manner that they tell a story when viewed from a moving train.
As the tunnels are otherwise dark, to conserve power, the images forming part of the ad are placed on steel and aluminium boxes — 1.2 m-1.4 m in length and 25-40 cm in thickness — which are lit from the rear. The specifications and placement of boxes is determined after looking at tunnel conditions, speed of the train, distance of the box from the train window and the average passenger viewing distance, to ensure that commuters are able to comprehend them like a sequence.
"For the first ad, 180 such panels have been put up on the tunnel walls over a 200 metre distance, which when the train moves will appear like a 15 second movie clip. The initial contract has been signed for 6 months and the revenue will be shared between DMRC and C2E technologies which has helped develop the concept," said Anuj Dayal, DMRC’s chief spokesperson.
The concept came through after about two years of research and development, to determine the positions of the boxes and their number to make sure that when the train moves, they appear like a movie.
In-tunnel advertising being an expensive form as it provides the advertiser a captive audience viewing a moving clip. It is, therefore, expected to add sufficiently to DMRC’s coffers. DMRC has 12 km of underground tunnels in Phase I and another 30 km will be added in Phase II. The debut section is reportedly taken by over four lakh people daily.
Source: Times of India |
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