Television

NDTV to provide content to unique metro-rail media system, partners XTD

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MUMBAI: Premier television broadcaster NDTV is preparing to provide content to billboard-size digital TV screens installed in the Delhi Metro Rail network. NDTV, a leading news and infotainment network, is one of the first channels to launch innovative news and lifestyle channels.

The NDTV content will be part of the demonstration of a cross-track digital video and information system being installed within the Delhi Metro Rail system by international transit technology company XTD Ltd. It is anticipated that beyond the demonstration the XTD screen system will be extended to broader sections of the Delhi Metro. XTD is a transit technology business that designs, creates and maintains the world’s leading metro-rail, digital cross-track media systems.

A unique screen format has been created by XTD using NDTV’s award winning news content for the cross-track media demonstration. Content will alternate between Hindi and English and will be updated through each day. The layout of the screens will be unique and feature news, finance, sport, weather and entertainment updates.

XTD’s digital cross-track media system is designed for metro rail and offers the world’s highest broadcast standards for media in metro rail environments. The system consists of large LED screens and high-fidelity sound capabilities that engage commuters with long and short form content including general news, sport, entertainment, business updates and weather.

“The demonstration of the XTD systems in the Delhi Metro sees the introduction of a unique new media to India,” said NDTV Group CEO & executive vice-chairperson KVL Narayan Rao. “This is a most exciting opportunity to reach an audience with relevant and timely video and sound content. This audience is previously used to static images on train platforms, but the XTD systems transform the cross-track experience for commuters.”

XTD CEO Steve Wildisen said, “We are excited to receive early interest from large and respected brands in India and we will focus on turning these leads into commercial opportunities. The XTD digital media systems are unique in the world and capable of transforming sections of metro rail stations into far more engaging environments for commuters and brands.”

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