Mariana Moore of Toronto recently wrote of the problem of finding
the correct time in the subway. She writes, “I haven't seen a
working clock underground in years.” I too have noticed that the
aging fleet of overhead “Metron” signs has become unreliable. This
week, new digital signs will appear in the TTC’s busiest subway
stations, as part of a pilot project that could lead to the
installation of the TV-like devices across the system.
These “Onestop”
message boards will be located above the platforms at Bloor-Yonge
station, where one has been in place since January, as well as both
levels of St. George station and the Eglinton station bus terminal.
There are also plans to place digital signs inside subway trains,
and commuters may see the first on-board test in May. The city
councillors who oversee the TTC must approve installation of both
types of monitors throughout the subway network.
Michael Girgis,
president of the firm behind the signs, says “We’re in the period
where we’re wanting to gather a lot of feedback, from the commuters
as well as the TTC commission, with respect to content, with respect
to what they would like to see.” The large digital screens do not
have sound, and include commercial advertisements, the time, weather
and news. He says there are plans for 30-second cartoons, a
photography competition and other entertainment.
According to
Girgis, visitors to the company’s website, www.onestoptoronto.com,
have been leaving comments about the prototype sign at Bloor
station. Response has been “very positive”, he says, including some
“fabulous ideas” from riders. “Overall consensus has been that they
would love to get a countdown for when the next train is coming.” He
adds that passengers heading to Union station would also like to see
information about GO train delays. The advertising signs in the GO
concourse at Union station are owned by another company.
The TTC now has
its own online feedback form about the Onestop monitors at
www.ttc.ca, and the transit agency is also conducting in-person
interviews of subway patrons. The TTC’s Alice Smith says the pilot
project is also being studied internally by the security and other
departments. She says the TTC would be able to put information on
the signs describing service emergencies such as serious subway
closures, as well as “amber alert messages” about missing children.
The TTC
currently has this capability on the older “Metron” signs, but she
says “it hasn’t been used to date because we haven’t experienced a
severe type of emergency.” Other delays would continue to be
announced over the subway’s public address system. It remains to be
seen how much information the TTC will be able to provide for use on
either the station signs or those on the trains.
The message
signs have caught the attention of The Toronto Public Space
Committee, an advocacy group concerned about the number of
advertisements in Toronto. The group’s Dave Meslin says they are
opposed to both styles, but especially to digital commercials on
trains -- as riders spend “up to half an hour on the subway.” He
says, “A lot of people treat that -- that is, the subway ride itself
-- as kind of the one break in their day when they can read, or
relax, or socialize.” The group has been exhorting riders to speak
up, via their website www.publicspace.ca. Says Meslin, “From the
hundreds of e-mails we’ve seen sent from our website to the TTC
commissioners, people are really angry about the fact that that
peaceful part of their day is now going to have video advertising.”
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