BMTC to Launch In-Bus Audio Ads in 300 Buses

The Bengaluru Metropolitan Transport Corporation (BMTC) has issued a tender to introduce a centrally managed in-bus audio advertisement system across 300 non-AC buses in its first phase. The initiative aims to boost non-fare revenue streams while ensuring passenger convenience.

Exclusive Rights for Three Years

As per the tender, the selected agency will receive exclusive rights to design, install, operate, and maintain the system for an initial three-year period, with an option to extend the contract for another three years based on performance. This marks a significant step in BMTC’s strategy to diversify its income sources beyond passenger fares.

Route-Specific and GPS-Triggered Ads

The system will integrate with BMTC’s GPS and Intelligent Transport System (ITS), enabling route-specific and location-based advertisements. Emergency and safety announcements will remain a priority, ensuring that passenger information is not disrupted.

A BMTC official clarified, “The objective is to generate additional non-fare revenue while ensuring passenger announcements remain uninterrupted. The system will be centrally monitored, and advertisements will be regulated in accordance with BMTC’s operational guidelines.”

Strict Guidelines for Advertisements

The tender mandates that advertisements must comply with strict guidelines. Kannada is compulsory for all ads, though English may also be used. Audio levels are capped at 60 dB(A) to ensure passenger comfort, and all content will require prior approval from BMTC. Ads with objectionable, communal, political, or obscene material will be strictly prohibited.

Additionally, 10% of the total airtime will be reserved for BMTC’s own announcements, public service messages, and authorised communications.

Financial Model and Maintenance

Under the financial terms, bidders must quote a fixed licence fee per bus per month, payable to BMTC regardless of the advertising revenue generated. The winning bidder will also be responsible for system maintenance, with faults required to be resolved within 24 hours and a minimum uptime of 95% across the fleet.

Why It Matters

This initiative reflects BMTC’s broader efforts to explore innovative revenue-generation methods amid rising operational costs. By leveraging its extensive bus network, the corporation aims to create a sustainable non-fare income source while maintaining passenger-centric services.

The tender marks a significant shift in how public transport systems in Bengaluru are being utilised for commercial purposes, setting a precedent for similar projects in the future.

Source: The Hindu