During a special launch event in Beijing, Digital Media Group (DMG) unveiled its US$10 million+ worth digital media installation for the Beijing Metro Line 4, set to begin operations later this month.

A total of 2,588 display screens have been installed in-train and on the platforms.

According to the company, the network features “new forms of digital media never before seen in China. Innovative ring-shaped displays that will be placed in the entrance of major station lobbies are one example.  These displays consist of five 42’’ LCD screens arranged in the shape of a circle. Unlike regular display screens, the ring-shaped displays utilize customized software that enables them to play unique video footage that creates the effect of a graphic linkage between the five screens.  This graphic linkage allows the pictures on the ring-shaped displays to be more dynamic than those on typical screens.

Track-side High Definition display screens are another highlight of the new Line 4, which are much more eye-catching than the traditional static light boxes.  These 103” High-Definition screens are the industry’s largest, and will be placed on the wall opposite the entrance doors as commuters wait by the track. [...]

Utilizing DMG’s proprietary Passenger Information System (PIS) technology, each station will be able to forecast the arrival time of the next train down to the second.  The PIS is fully automated and includes important features such as an emergency alarm system and automatic updates of information and content to the digital screens in the train cars and stations.  Also built into the Metro line are 802.11a wireless capabilities, allowing faster and more reliable data transfers—making live media broadcasts possible within the fast-moving train cars.  Even the stations are specially designed, equipped with a sound system that allows for up to three speakers to simultaneously broadcast three different media channels, with minimized sound overlap and noise.”

Back in 2005, the Hong Kong MTR Corporation Limited (MTR) signed a concession agreement with the Beijing Municipal Government for the operational rights of Line 4.  Since then, DMG has worked in cooperation with the MTR to design and develop the Metro line’s digital media capabilities, making it the first line to include digital media formats from its conception.

DMG is the sole digital media provider for Line 4 and has exclusive advertising rights for the next 10 years.