BMTC plans audio advertisements in 300 buses to boost non-ticket revenue
Bengaluru: Commuters travelling on (BMTC) buses may soon have to listen to audio advertisements along with regular announcements during their journeys, as the transport utility has floated a tender to introduce an in-bus audio advertising system.
The initiative is aimed at generating additional revenue for BMTC beyond passenger ticket collections. In the first phase, the corporation plans to introduce the facility in 300 non-air-conditioned buses operating across Bengaluru.
The agency selected through the tender will be responsible for supplying, installing, operating and maintaining the complete audio advertising system. The proposed arrangement will cover ordinary, express and night-service buses.
BMTC has described the initiative as the first of its kind in South India. Under the tender conditions, each Kannada audio advertisement slot will be restricted to a maximum of 10 seconds. Advertisers may also provide English versions of the messages, though English translation will not be mandatory.
The selected agency will be given a three-year contract, with provisions for an extension. The agency will be required to pay BMTC a monthly fee for each bus covered under the agreement.
The proposed system will be integrated with the GPS technology already installed in BMTC buses. This will allow advertisers to deliver location-based audio messages depending on the area through which a bus is travelling.
BMTC has said that advertisements will be scheduled in a manner that does not interfere with regular bus-stop announcements. Around 10 per cent of the total audio advertising time will also be reserved for BMTC announcements, public service messages and official information.
The corporation is considering expanding the system to more buses at a later stage if the initial rollout proves successful.
BMTC has also proposed controls on audio volume, advertisement quality and language to ensure that the facility does not inconvenience commuters. However, the proposed move has raised concerns among some passengers who fear that frequent audio advertisements could make bus journeys noisy and uncomfortable.
Passengers have particularly expressed concern over peak-hour services, when buses are already crowded and noisy. They have urged BMTC to ensure that commercial advertisements are not played at excessive volume or too frequently.
Commuters have also stressed that location-based advertising should never disrupt important announcements about upcoming bus stops. Any failure to maintain a clear distinction between commercial messages and passenger information could create confusion, particularly for elderly passengers and those unfamiliar with a route.
The success of the initiative is therefore likely to depend on how effectively BMTC balances its objective of increasing non-ticket revenue with the need to maintain a comfortable and informative travel experience for lakhs of daily passengers.