Beijing Subway Line 4 uses a circular screen consisting of five LCD video displays

Beijing Subway Line 4 will officially open to traffic at the end of September, and will also adopt a new video advertising and media style.

Reporters learned on September 1 from the Digital Media Group, the media operator for Beijing Subway Line 4, that the new subway line will, for the first time, use circular screens in its stations. Each circular display consists of five 42-inch liquid crystal (LCD) displays and can produce special video effects. These five screens can operate either in unison or independently to display dynamic effects which are different from those seen on an ordinary screen.

At the same time, there are also 103-inch HDTV screens on both sides of the railway, which are different from the normal static light box advertisements found in most subway stations. Passengers can enjoy the advertisements’ audio-visual effects on the HDTVs while they are waiting for their train. Both these video displays are the first of their kind to appear on the Chinese mainland. Reporters learned that there are a total of over 2,600 screens installed on train cars and platforms along Subway Line 4.

Chen Lijie, executive director of the media department at Nielsen Media Research, explained that based on the assessment of audience ratings of the Beijing subway mobile television, the advertising value of subway television media has nearly reached that of the major television media of tier one cities.

Translated by LOTO