According to Analysys International, digital signage will continue its rapid growth in the Chinese public transport system this year. There are four factors which influence this development:

- the cost of the media is still considered to be competitive. It will further benefit from a recent decision by the Chinese media regulators to limit the amount of time available for advertising on traditional TV channels. This could lead to an increase in the price of spots by 10 to 30% and a migration of some advertisers to other media, such as digital signage.

- the increasing size of the audience generated by the media (helped by a big increase in the number of screens, see here).

- the appearance of strong market leaders, such as VisionChina Media which recently acquired its main rival, DMG.

- the numerous big events which will take place in 2010 – the Universal Exhibition in Shanghai, the Asian Games in Guangzhou or even the Football World Cup in South Africa – which should increase the travellers’ need for information, and consequently their increased attention to the content being displayed on digital screens.