NBC Everywhere, through a partnership with JCDecaux North America and The Port Authority of New York and New Jersey, today launched “NBC in Transit” on PATHVISION, a network of nearly 3,000 digital screens featured at PATH stations and in trains. The joint venture between the companies marks the first time local and national news and entertainment content will be broadcast in tri-state area trains and stations. The announcement was made today by Mark French, GM and SVP of NBC Everywhere, and top Port Authority officials.
” ‘NBC in Transit’ provides a great opportunity to inform and entertain PATH commuters while offering our clients a new digital platform to reach an upscale, on-the-go audience. The ability to tailor PATH screens based on the time of day or train platform provides an innovative way for our advertisers to deliver their message alongside relevant, customized, and entertaining NBCU content,” said French.
“PATHVISION and NBC in Transit are joining forces to improve PATH trips for millions of riders,” said Christopher O. Ward, the Port Authority’s executive director. “This is the type of public-private partnership that increases services for travelers while containing costs.”
“The new PATHVISION screens will provide our PATH riders with better customer-service information to help improve their trips,” said Susan Bass Levin, the Port Authority’s deputy executive director. “It’s all part of our extensive efforts to modernize PATH in the coming years.”
Effective today, NBCU content and PATH customer information will be featured on screens in the most highly trafficked areas of the Hoboken, Journal Square and 33rd Street PATH stations. Content will debut later at the other ten PATH stations and inside the new trains throughout the year. Customized NBCU segments will play on state-of-the-art LCD screens owned-and-operated by NBC Everywhere, and will feature up-to-date local news and weather from WNBC; local lifestyle clips from LX.TV; key headlines from MSNBC and CNBC news; plus entertainment clips from hit NBCU programs.
Reaching 6.3 million monthly riders, the transit platform offers national and local advertisers numerous branded entertainment opportunities with geo-targeting capabilities. Hilton Hotels, Jet Blue and State Farm have signed on as inaugural “NBC in Transit” sponsors. NBC Everywhere will serve as the exclusive sales organization for the platform.
“‘NBC in Transit’ is an innovative way to reach our travelers and guests in new digital media, and enables us as advertisers to target the tri-state area’s travel-oriented and upscale commuting audience,” said Dave Horton, Global Head, Hilton Hotels & Resorts. “With ‘NBC in Transit’ we’re able to infuse Hilton’s brand messaging into commuters’ everyday travels, so they keep us top of mind when making business and leisure travel plans locally or abroad.”
“NBC Everywhere’s new transit platform network allows us to align our client’s messages with relevant and engaging content when targeting business commuter audiences,” said Melissa Spiegelman, Managing Director of Destination Media Group (DMG), Kinetic’s team of experts in non-traditional and place-based media.
The new PATH cars will be equipped with more than 2,700 NBC digital screens, and are part of the Port Authority’s major, multi-year investment to modernize PATH and to increase capacity, comfort and efficiency for the whole system. “NBC in Transit” is the latest addition to NBC Everywhere’s New York-based digital out-of-home platforms. The group is already running content in 5,500 New York City taxicabs, offering 6.46 million monthly impressions. In addition, NBC Everywhere owns “NBC@ Times Square,” a highly visible screen in Times Square that offers 1.5 million desirable impressions daily.