• by August 22, 2000

By Anya Khait

Mass Transit Network International (MTNI), an Atlanta wireless media company, has signed an agreement with the Metropolitan Atlanta Rapid Transit Authority (MARTA) to test wireless electronic messaging signs carrying CNN news and MARTA system information at three of the transit agency's stations: Airport, Lindbergh Center and Dome/GWCC/Phillips Arena/CNN stations and on board MARTA trains.

The signs are Internet-enabled and can pull content from anywhere on the Internet. Ultimately, for advertisers, MTNI's patent-pending system offers a new way to reach an audience that can be targeted on a "one-to-one basis" by demographic, by zip code, by station, by train line, or the entire system with messages displayed at chosen times.

"It's a breakthrough for advertisers," Bermel explained. "It's the ultimate in zoned advertising with the ability to market timely and topical messages. It's an incredible advantage for transit systems and advertisers to communicate time-sensitive relevant information immediately to customers."

"Display compelling information and make it easily readable and you have an effective medium for this environment," Bermel said. "Commuters are on the go and have a limited time to absorb a message. The advantage is with the targeting and immediacy with which messages will be updated."

Internationally there are over 150 million rides per day generated on over 350 train systems in 60 countries. Annually there are over 54 billion rides recorded on those same systems.

"This will provide the transit rider a more convenient and enjoyable ride," MTNI CEO Paul Bermel said. "The signs broadcast 'must-have' information, up-to-the-minute CNN news and important information about riding MARTA. We are building a total communications system with news and rider information at the core."

"By providing our continuously updated content to a mobile audience, potentially hundreds of thousands more people per day will be kept abreast of the latest news from CNN," said Tom Johnson, Chairman of the CNN News Group, which includes CNN and CNN.com. The content is produced by CNN.com's editorial staff.

The service will also enable MARTA to use the signage as a "text public address system" by displaying its own promotional and operational messages, and offer a new way to communicate with riders in the event of an emergency. In addition, MTNI is filing with the FCC for approval to broadcast the Emergency Alert System and severe weather alerts from the National Weather Service.

The system will be operational in approximately 30-60 days. MTNI has exclusive rights to CNN for use in the transit market in the U.S.

- Anya Khait is a Staff Reporter at MediaPost. She can be reached at anya@mediapost.com