This internet-linked dryer system called the Washroom Media Network will broadcast music videos, animation, film clips and advertising messages using the remote media technology. While the washroom viewers get free entertainment as a perk for answering nature's call, advertisers will shell out a per-view fee. Warner Howard is promising to build, within six months, an eyeball market that stands at potentially 1 million people a week.

The project was flagged off after media agency Digital View sold off Captive View, the UK pioneer of in-toilet screens, to Warner Howard for $161,000 plus a share in the advertising royalties from the system.

Chief executive of Warner Howard Stewart Cantly is reportedly expecting this network to pump up the company's £35 million annual revenues by more than double. The company claims that as of now, an estimated 40 million people use the company's washroom dryers.

However, despite the excitement, failed ventures of Forecourt TV and XPO, both of which developed airport and kiosk screens, are still too fresh to be waved off casually. Initially, their idea received fantastic encouragement but given their fizzled out revenues they may now not be much of an inspiration for this one.

No doubt, the Washroom Media Network rings in great opportunities for business and innovative media solutions, nevertheless what needs to be watched is whether revenues will answer this enthusiasm with as much fervor.

Case study for our very own Sulabh Shauchalay?