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NEWSFLASH! •
September 1 2005
TTC SAYS NO TO VIDEO ADS IN SUBWAY CARS
Eight months
ago, we learned that the TTC was considering the installation of video
advertising on subway platforms and subway cars. Using TV without a remote
control, advertisers could take advantage of the 'captive audience' riding
the rocket.
In a true David vs Goliath campaign, TTC riders and the TPSC organised
against the plan proposed by Viacom
Outdoor, a company that has an annual revenue of over two billion
dollars. Hundreds
of TTC riders sent letters of protest to Commissioners complaining that
there are already enough ads on the transit system. Video ads would be
an additional intrusion as well as being distracting for people who are
trying to relax, be social, read or think!
Sadly in May, the Commissioners approved the permanent installation of
video advertising screens on station platforms even though
public opinion was heavily opposed to the details of the plan. However,
on August 31 we achieved what many said was impossible. After an eight
month campaign, the continuing public protest against the proposal to
put video ads in subway cars was successful as the TTC
voted 4 to 3 against the plan.
Everyone
who e-mailed the Commissioners (and there were hundreds and hundreds of
e-mails) deserve a big 'thank you' and 'congratulations'! We should also
thank the four TTC Commissioners who voted against the video ads. It was
a 4 to 3 vote, so if any one of them had supported the ad screens, we
would have lost this one.
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| Joe
Mihevc |
Olivia
Chow |
Adam
Giambrone |
Howard
Moscoe |
CLICK
HERE
to send a "thank you" to
the four Councillors who voted NO.
If
the link doesn't work, you can cut and paste the following line into your
e-mail: councillor_giambrone@toronto.ca,
councillor_mihevc@toronto.ca, councillor_moscoe@toronto.ca, councillor_chow@toronto.ca,
contact@publicspace.ca
TORONTO
SAYS 'NO' TO TV ADS ON OUR SUBWAY!
First it was elevators, then it was public washrooms. In
their attempt to find captive audiences who can't change the channel,
the advertising industry has struck again. It's not surprising that they
want to install video ads in TTC subways stations and in subway cars too!
The proposal came from a private company called OneSTOP,
working with Viacom Outdoor which has the contract to manage all of the
ads on the TTC. A portion of each proposed video screen has news and weather
updates as well as transit information. But most of the screen's surface
simply has video advertising. We fully support the initiative of an information
network on the TTC. But not at the expense of selling off another space
for video advertising.
Entire
streetcars and subway stations wrapped in ads is bad enough, but adding
video screens to subway cars and stations shows a complete lack of respect
for riders who don't want to watch video ads repeating over and over,
with no remote control to change the channel.
The TTC is supposed to be the better way, not a second class system
that delivers its riders as a captive audience to advertisers.
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UPDATE:
MAY 11th 2005
TTC COMMISSIONERS APPROVE VIDEO ADVERTISING ON STATION PLATFORMS
In
a 3 to 2 vote, TTC Commissioners voted on May 11th in favour of
allowing video advertising on all TTC subway platforms. The plan
gives advertising a higher priority over all other video content
including time, date, weather, news and TTC info. Font sizes are
reduced from current sizes and important content is pushed aside
to make room for the ads. Even the CityTV logos on the screen take
up more space than either the time or date.
The
TTC has cheapened the system by selling off more visual space at
the expense of rider convenience, all to make a few easy bucks.
Sorry
we couldn't defeat the project. We had so much support from riders
and from the media, but we simply can't compete with the financial
resources and staffing of the private companies that put these projects
forward. With no tender, little debate, biased staff reports and
shady math, advertising companies are literally setting the agenda
at City Hall.
It was revealed at the meeting today that the current video screen
contract with the TTC doesn't actually define the ads/content ratio!
They've now got a blank cheque to run as many ads as they want and
to shrink the other information as small as necessary. Commissioners
decided to 'work out the details later.' But a two thirds majority
would be required to undo the decision that was made today.
Thanks to the hundreds of supporters who took the time to write
letters and attend meetings. Sorry your voice fell upon deaf ears.
And thanks to City Councillors Joe Mihevc and Adam Giambrone for
opposing video advertising on the TTC.
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During
the late-nineties, Mike Harris cut provincial funding to the TTC budget.
Guess who was hired by Onestop to be the Chairman of their
advertising firm? That's right! Mike. He receives the 2005
Chutzpah Award for profiting from the TTC as it struggles to find
private funding due to his own cuts. |
Q:
The Video Screens are going to have weather updates, news and transit
info. Isn't this good for riders?
A: We'd love to see weather updates and transit info
on the TTC! Many European transit systems even have screens telling you
when the next train is coming. But somehow they've figured out how to
do it without advertising. If video screens were installed purely for
rider info, they could be small and non intrusive. But as soon as they
are being paid for by advertisers you can bet there will be a lot of flashing
images designed to distract you from your reading, talking or relaxing.
For more
information about the content of the OneSTOP screens, click
here to visit their website. Decide for yourself and let us know what
you think!
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Q
Will the advertising revenue bring down transit fares?
A
Under the seven year plan, the TTC is guaranteed a minimum of $750,000
revenue. With over 400 million rides a year, the video screens would
save three one-hundredths of a cent each ride. You would
have to ride the TTC 3,733 times to save a dollar.
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Even if the revenue doubles or triples, or even somehow miraculously
multiplies by ten, we'd still only be saving a tiny fraction of a
penny.
The bottom line is, the money is insignificant per ride. Cheapening
the transit system by selling the captive attention of riders for
even three tenths of a penny, is bad math. |
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