Railway Display Network launched at KSR Bengaluru City Railway Station
The RDN project was carried out by Sharma Srishti Synergy which has won exclusive rights on this project from Bengaluru Division of South Western Railway for 10 years
Karnataka Chief Minister B S Yediyurappa recently inaugurated Railway Display Network (RDN) at the KSR Bengaluru City Railway Station in the presence of Union Minister of State of Railways Suresh Angadi, Member of Parliament B Y Raghavendra and senior railway officials, signalling the beginning of similar projects across railway zones.
Just a fortnight ago the Union Ministry of Railways had announced the introduction of a centrally managed RDN at over 2,000 railway stations across India in the next two years, to be implemented and managed by RailTel Corporation of India Ltd.
The RDN brings to the table all that digital OOH can provide to advertisers and that is likely to bring more advertisers to this medium.
The RDN project was helmed by S Kumar, Managing Director of Srishti Group, and the project execution was carried out by Sharma Srishti Synergy which had won exclusive rights on this project from Bengaluru Division of South Western Railway for 10 years. Kumar states that the RDN project is providing brands a whole new advertising experience that would be attractive to a whole class of advertisers who have not yet forayed into any significant ways in the railway media space.
The RDN launched in the Bengaluru Division of South Western Railway serves as a precursor and a template for similar projects to be executed in other railway divisions. The RDN initiative of the Railways is also synchronous with the Rail Ministry’s greater goal of enhancing the passenger experience at the railway stations on par with airports around the country. The Indian Railway Stations Development Corporation (IRSDC) has already been tasked to develop greenfield stations as also redevelop many of the existing stations. The RDN projects will complement the modernisation of the railway facilities extended to passengers.
Considering that the Railways move over 8.4 billion passengers a year, there is a humongous audiences for advertising displays at the railway stations. To that end, the RDN provides brands with the opportunity to engage with a broad spectrum of consumers through digital and dynamic advertising.
Unlike a static display, the RDN screens, which include some 1,600 digital screens coming up in 32 stations across the Bengaluru Division, will not only have train and passenger information displays but also engaging content that will keep eyeballs glued to the screens. “The changing face of this media will most certainly induce media planners and buyers to look at this advertising destination much more favourably,” asserts Kumar.
The Bengaluru Division has benefited from the project to the extent that apart from being among the first to usher in state-of-the-art RDN for passengers they are also getting a fixed licence fee from Sharma Srishti Synergy which augments the overall non-fare revenue accruals.
Sharma Srishti Synergy has invested in the hardware, software, networking, systems integration, monitoring, content management system, and marketing of this network.
As such, the network comprises: (i) Video Walls with Passenger Announcement Facility: Large LED screens displaying information related to arrival, departures and running status of trains, expected delays, coach marshalling order of trains, any other railway Information, disaster relief updates in case of emergencies etc. (ii) Connected Digital Screens integrated with Public Announcement Systems: LED/LCD screens integrated with public announcement system that display train Arrival/Departure information, delays if any, expected delays, coach marshalling order of trains, any other Railway Information etc.; (iii) Digital Train Enquiry System (DTES): LED screens displaying the final confirmation status of waitlisted passenger; (iv) Dual Display Passenger Communication System / Fare Repeaters; (v) Digital Reservation Chart Display System.
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