Madrid’s public bus company, EMT Madrid is currently conducting a digital signage pilot project on 35 of its buses. Telecommunication giant Telefonica is responsible for the implementation of the system, which runs C-nario Messenger software.

Three screens are installed in each vehicle. They display a variety of information for passengers, including timetables, weather, cultural events, details about the next station (including connection to other lines) and advertisements. They also show the bus’s location on the route, based on a GPS system. When the bus approaches a tourist site or attraction, the system provides information about it. All information is displayed in Spanish and English.

Following the pilot project and analysis of the results, EMT Madrid will deploy the digital signage platform in all of its 2,100 buses in the coming years, 600 of them during 2011 and 2012.