In Transit: PATH Trains Screen NBC Mini-Network

subwayNBC Universal began streaming short-form content to screens in New York-area commuter-train stations Monday, as part of an evolving plan to diversify revenue streams for its local station business.

NBC in Transit -- a mini-network with local news and weather information, as well as clips from NBC prime-time shows -- is slated to be available on waiting platforms at all 13 stations for the PATH service and on the trains themselves later this year. It launched in three stations this week. (PATH trains run between New York and New Jersey.)

NBCU is handling ad sales for NBC in Transit running on "PathVision." The business is a co-venture with out-of-home giant JCDecaux and the government arm that operates the PATH service.

JetBlue, Hilton Hotels and State Farm are launch advertisers. NBCU already runs a similar network in taxi cabs in New York City.

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With revenues at its 10 local stations falling, NBCU has been searching for ways to reinvigorate their business and has turned to launching mini-networks in cabs, supermarket checkout lines and gas pumps in their markets. The network hopes to connect with consumers who may be watching less linear TV, notably newscasts.

PathVision, which is being installed as new train cars go into service, ultimately will stretch to 3,000 screens (2,700 in cars). Ad messages can be updated frequently, based on time of day and other factors. The PATH train ferries many executives who work on Wall Street to and from downtown New York. The Port Authority of New York and New Jersey says ridership hit about 75 million in 2008 -- an increase of more than 3 million over 2007, reports AP.

Video advertising streamed into New York City commuter trains comes at a time when operators of the city's subway system are pursuing added revenue. They are offering advertisers new opportunities, from ads pasted on the sides of the cars to video screens in stations to wrapping a brand around a turnstile arm.

An executive at the PATH operator, the Port Authority, said PathVision "is the type of public-private partnership that increases services for travelers while containing costs."

Mark French, senior vice president of NBCU's efforts to launch out-of-home ad options in local areas, said PathVision provides advertisers with "a platform to reach an upscale, on-the-go audience" -- as well as targeting capabilities where creative can be altered by time of day and station location.

Local news and weather content on PathVision will be from WNBC, the local broadcast station, and also culled from MSNBC, CNBC and an NBCU-owned producer of local lifestyle content LX.TV.

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