Feel bored in lifts? Now, watch news there

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Express news service

Posted online: Tuesday , February 12, 2008 at 01:15:10
Updated: Tuesday , February 12, 2008 at 01:33:22

Kolkata, February 11 Soon Kolkatans will have more to do in an elevator other than waiting for their floor to arrive.

A Canada-based media company, Elevator News Network (ENN), is bringing real-time news service along with advertising to elevators in various high-rises in the city. High-definition LCD screens will broadcast news through wireless Internet.

It plans to roll out 300 screens in Kolkata in the next six months at an estimated investment of Rs 10 to 15 crore.

Along with news and advertising, ENN will also offer security services for the building concerned.

Its LCD screens will serve as CCTVs with an in-built camera in the middle of the screen. Also in case of emergencies like a fire, the ENN network will automatically call emergency helpline numbers and direct the passengers accordingly.

ENN CEO Ashok Sharma said on Monday that his company has already installed such screens at the Millennium Towers building in Salt Lake’s Sector V.

The company is also in talks with prominent real estate properties in the city like South City, City Centre, and Infinity IT building in Salt Lake regarding this.

ENN, in collaboration with Canadian company Helius Inc, will launch the service in the city. Helius Inc has given the ENN exclusive rights to use its software in order to bring digital signage to India.

The service has already been launched in Mumbai last December. The network caters to 125 screens in Mumbai. It has also offered such services to prominent buildings in Canada and North America.

“We have partnerships with channels like BBC, CNN, and NDTV to source national and international news content, and are also holding discussion with some print media companies in India who want to display their content on our screens,” said Sharma.

He added, “We have a captive audience in the lifts, who attract a viewer rate of 96 per cent and a recall rate of 82 per cent. This is the highest for any medium of advertising.”

The company is targetting 1,000 screens across India by March 31, 2008, and is launching its services in Delhi soon.

It is going to invest Rs 25 crore in India each year and expects a revenue of Rs 30 to 40 crore by the end of December 31.

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