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Shanghai Phases Out In-Taxi Video Ads
Shanghai Municipal Transport and Port Authority released new regulations for in-taxi advertising on March 30, effective that day. The regulations prohibit installations of digital advertising screens in new taxis and stipulate that current screens must be removed when their contracts expire. Screen operators cannot place new screens in other taxis during the contract period, and contracts cannot be renewed. Screens that are currently installed on the back of the front passenger seat headrest must be equipped with switches to turn the screen on and off and adjust volume and brightness before December 31, 2009, and this location is now solely reserved for video advertising. More than 4,000 of the city's taxis are installed with video ad screens, said Yang Changhai, Shanghai Municipal Transport and Port Authority deputy chief economist.
New taxi advertising is now restricted to banners no more than 15 cm wide in the lower part of the rear taxi window, and all other taxi ads must be removed before June 2009. Shanghai Taxi Management Ordinance states that violators will be fined RMB 200-2,000, while a circular from the municipal government says the fine will run from RMB 2,000-20,000 until December 31, 2010.
Shanghai-based touch-screen advertiser Touchmedia's listing plan will not be impacted by the regulations, reports National Business Daily quoting company General Manager Du Geli. The company has installed nearly 20,000 screens in China, said the report. Touchmedia CEO Micky Fung said in March that the company planned to list in 2010 if the overall economy improves. Touchmedia recorded sales revenue of RMB 100 million in 2008 and is targeting more than RMB 200 million in 2009.
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