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Journalism of Courage
In a bid to make commuting more entertaining and innovative,a city-base mobile out-of-home (OOH) firm,Realtime Interactive,has installed Visual Interactive Transit Entertainment System (VITES) in about 150 Best buses.
The company will provide the services to the entire 4,120 fleet of the civic-run BEST buses in the next 18-24-months,Realtime Interactive’s Managing Director,Kaushik Tanna,told reporters here today.
In this initiative,the company has launched an exclusive infotainment and education channel called I Mumbai TV,where the commuters can entertain themselves on recipes,horoscopes,live news,and business updates,Tanna said.
“The concept will change the commuter’s perception of travelling in Mumbai. The VITES is a real win-win for BEST and its patrons. It will offer commuter’s a first-hand knowledge of opportunities by local vendors. People can also download the desired content for free using their bluetooth-enabled mobile phones,” Tanna added.
Referring to investment,Tanna said the company has initially pumped-in Rs 20-crore to install the screens and the technology such as GPS,GPRS,PIS and Bluetooth. Realtime has clinched a deal with Equiphone Technologies to market the technology and screens as the latter is in a pact with BEST for 10-years.
He,however,would not divulge the investments the company would be making in the future.
The company has so far installed 300 screens of 22 inches each in 150 AC and non-AC buses.
Tanna said the company would generate revenues from advertisements that would be more or less location-based.
However,he would not comment on the details of revenue-sharing between BEST and Realtime Interactive.
