In a bid to enhance non-fare revenue, the Ministry of Railways has decided to “monetise” its assets by launching income-generating activities. To start with, half of the space and time on the proposed Rail Display Network (RDN) digital screens that will provide real time information to passengers will be made available for commercial advertisements.
The RDN is an ambitious project of Railway Minister Suresh Prabhu that aims at integrating and disseminating all passenger-related information, including arrival/departure of trains, amenities, safety and disaster relief updates, on giant digital screens at all major railway stations. RDN screens would display audio-video content under the direct supervision of RailTel, the nodal agency appointed by the Railways to implement and manage the system, railway sources said on Thursday.
RailTel would award the contract through a transparent tendering process and the authorised licensees would display the audio/video content on the screens based on specific guidelines and government norms for public usage. While passenger-related information would not be less than 50 per cent of the time and/or space, “the remaining space/time shall be utilised by the licensee to display advertisements, social messages etc.”
RailTel would decide on the permissible audio levels in decibels and prescribe detailed measures for ensuring security of the RDN from any possible attempts to prevent any hostile remote takeover of the system by unauthorised sources.
Exclusive medium
Once commissioned, the RDN would be the exclusive advertising medium in station buildings, concourses, foot overbridges and platforms.
The Railways will form steering committees at the Railway Board, zonal and divisional levels comprising senior officers to facilitate the smooth rollout of the project, the sources said and added that the railways would provide space, electricity and other logistic support to RailTel for implementing the project.
