ABS-CBN Corp. launched the country’s first “in-train” television network across Metro Manila’s three elevated railway lines.
The company, which is diversifying its revenue sources, announced a tie-up with international marketing firm PHAR Partnership Inc. to launch “TUBE” in Metro Rail Transit Line 3, Light Rail Transit Line 1 and LRT 2.
The venture will roll out more than 1,000 screens in the trains. The TUBE platform will feature ABS-CBN content and double as a real-time passenger information system, which has been patented in the Philippines and approved by the Department of Transportation.
“It’s another distribution channel for ABS that we’d like to try out,” Paolo Pineda, ABS-CBN creative programs head, said.
TUBE will cater to the some 1.3 million commuters that use the MRT 3, LRT 1 and LRT 2 a day.
It uses a GPS/location-based system fortified with a CCTV that keeps passengers posted on what the next station is, and whether there are any emergencies or interruptions during the trip.
PHAR Partnership managing director Phrem Bhatia said they were keen on expanding to other transport hubs and modes.
In the Philippines, PHAR has an agreement with Philippine Airlines to manage advertising and marketing partnerships across multiple platforms. —MIGUEL R. CAMUS