The WR has signed a five-year contract with Hype Intergracomm Ltd for the project.

“We have LCD screens in one rake and we would install six screens in one coach. But soon, we would install LCD screens in 67 rakes of the WR,” said Jignesh Sharma, chief executive officer of the company. “The content would be played for 18 hours in the day.”

Bhagwat Dahisarkar, senior spokesperson, WR said, “For installing LCD screens in each of the rakes, the WR would get Rs 10 lakh per year. With every passing year, the figure would increase by 15 percent. So it’s a win-win situation.”

Using the LCD screens, which will be called Smile TV, the company plans to air advertisements, run various contests and travel clips among others.

“But we would also have non-commercial contents like safety and other public interest messages,” added Sharma.

“Through this, we can also make railway announcements which would be useful for us as well,” added Dahisarkar.