Captive audiences

When you elbow your way into the packed Beijing subway, the superstar singing on a TV screen in the car might change your mood from bad to glad, but, wait a minute, it's also interrupted by ads.

To the surprise of Beijingers and TV advertisers as well, Digital Media Group (DMG), the country's largest subway video media system operator, has since the National Day holiday been running TV programs in Beijing subway trains.

The Digital Media Group recently signed a contract with Beijing Metro Subway Co Ltd to supply more than 10,000 LTD screens to initially run on Lines 1 and 2 from October 1, and later expand the broadcasts to other lines.

ACNielsen's recent survey shows that of the Shanghai residents who take the subway during morning peak hours (7-9 am), those who watch subway TV programs account for at least 10 percent. The number was also 10 percent during the evening peak hours (5-7 pm).

Digital Media Group is China's largest subway video media system operator and a leading supplier of subway transit passenger information and the direction system (PIDS). "The cooperation will create a more comfortable commuting environment to the people who choose the subway as their primary transportation," says Huang Weicheng, an officer of the company.

"At present, quite a lot of Beijingers spend hours a day traveling by subway, which is a big market," he adds.

Developed in 2002, PIDS can link to the subway operating control center so its display monitors function normally even during power outages. As such, emergency instructions can be provided to passengers directing them to evacuate in time.

"Safety is the primary thing that we consider. Passengers can receive the latest reports and instructions during incidents and they will have a much better opportunity to survive," Huang says.

"We also provide other programs such as fashion, entertainment, ads and so on. We also made our very first subway movie called Dairy of Sunny Day. The content will be entertaining and interesting."

PIDS received warm responses from Shanghai subway audiences, and DMG is also sure that Beijing riders will also enjoy it.

In addition to DMG, there are other new media companies using non-traditional means to broadcast their messages. Focus Media Group, for example, specializes in commercial building ads, video stores, elevator LTD screens and wireless phones. Buytime Media Group mainly focuses on public places such as hotels and restaurants.

"Compared with other new media companies, DMG could reach larger audiences," says Huang.

The "captive audience" aspect of a subway car also helps grab passengers' attention, Huang says. "It gives us a unique competitive edge."

CBW News

(China Daily 10/06/2008 page10)