• by Erik Sass  @eriksass1, July 3, 2007

New York City taxi passengers will be able to watch short-form content from NBC Universal, including video from WNBC, NBC News, and NBC Entertainment during their ride, courtesy of NY10, a place-based video network from Clear Channel Taxi Media. The introduction of this new service follows the decision by New York City's Taxi and Limousine Commission earlier this year to begin installing video displays in all New York City taxis by October.

The video content is ad-supported, and allows advertisers to target passengers with geographically appropriate messages via the system's GPS component, which communicates the cab's position to a central database. The system also allows advertisers to buy ad inventory by day part, for example, targeting commuting or nightlife-related traffic.

In an experimental phase, the touch-screen displays have already been installed in a small number of cabs. The TLC has advocated the screens as a cost-control measure, noting that ad revenue would help offset high gas prices, thus keeping fares low. 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 and automate all transactions.

The video displays, created by Creative Mobile Technologies' FREEdom Solution, also allow passengers to view live digital maps of their route and pay the fare with a credit card.

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. On the positive side, the displays can also alert drivers to traffic conditions and fare opportunities associated with major events

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