• by Erik Sass  @eriksass1, May 10, 2007

"Taxi Driver" was never like this. In a move that could kick place-based video into high gear, officials from New York City's Taxi and Limousine Commission are set to meet today to discuss--and possibly approve--deploying multimedia touch-screen digital displays in its taxi fleet, thousands of vehicles strong.

Approval, which must meet an Oct. 1 deadline, seems likely. In an experimental phase, the touch-screen displays have already been installed in a small number of cabs, which the TLC touts as a way to enable credit-card transactions. It also provides busy riders with information about nearby neighborhoods and businesses. The city agency has also discussed using the displays as an alternative revenue stream. Ad revenue would help offset high gas prices, thus keeping fares low.

In addition to ads and location-sensitive business listings and recommendations, riders can also browse news stories or simply opt to see a digital map of the cab's route. Although TLC bosses tend to downplay them, the device serves other purposes, too. It allows them to track the movements and activities of individual drivers with global-positioning systems and automate all transactions. On the positive side, they can also alert drivers to traffic conditions and fare opportunities associated with major events.

The chief objection of many drivers, however, is the cost of installation, which ranges from $5,000-$7,500, depending on the system specifications. TLC has pointed to the possibility of sharing ad revenue with drivers. The GPS-enabled system can program the remote serving of ads appropriate for different locations, such as promotions for sports events near Madison Square Garden or bars in the Lower East Side.