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Will wi-fi on board Metro trains alter ad consumption patterns?

By Bhawana Anand - January 07, 2020

Media concessionaires operating on DMRC networks have mixed views on the likely impact on ad consumption

With Delhi Metro Rail Corporation (DMRC) introducing free high-speed wi-fi facility on the Airport Express line, passengers now have greater convenience in accessing emails, social media, etc., while on board the metro line. The wi-fi service is being provided by a consortium of  Maxima Digital (Partner of Maxima Telecom, Russia), Techno Sat Comm (India) and Sifi Technologies. Maxima Digital is likely to deploy similar wi-fi services on seven Metro lines covering about 350 route km, for the benefit of close to 30 lakh daily passengers at a spend of $100 million (little over Rs 700 crore) in a year’s time.

The moot question is, will such wi-fi services take away the audience’s attention from the various advertising that are there on the Metro networks.

Jatinder Singh, Senior VP, TDI International, says, “Digital marketing has been there for quite some time and the wi-fi facility on board the Metro rakes will not have any impact on Metro rail advertising.”

On a different note, Ritesh Vasudeva, Director of Hindustan Publicity, believes that such wi-fi services will have an impact on the Metro rail audiences’ content consumption patterns. “While as of now people do watch various OTT channels and downloaded content on their smartphones, with wi-fi, there will be a shift from content consumption to advertisement consumption,”
However, Praveen Gupta, Director, eg. communications asserts that he does not see “any major impact as people already have huge data packs loaded on their mobiles, so this new facility won’t change their content consumption behaviour”.


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