Reuters has revealed that a consortium of investors led by Walt Disney and including Google, is in advanced discussions to acquire 30 – 40% of Bus Online, a Chinese ad-sales agency operating one of the major digital signage networks in the country’s buses.

The operation is estimated at over $100 million, and includes both old and new shares issued by the operator.

Disney would not only like to make its entry into a growing advertising sector, but also to use the platform to promote its own brand and content.

Digital signage advertising in public transport in China is developing strongly at present. In 2009 it represented 39,1% of all digital screens installed in the country.

Finally, Bus Online is apparently close to signing a deal with KFC which would see a digital signage network installed in more than 2,000 of the chain’s restaurants in China, also says Reuters.