The Indian Railways has framed a ‘Rail Display Network’ (RDN) policy which entails setting up display screens at railway stations on a public-private partnership model to mop up non-fare revenue.
“The proposed rail display network will enable real-time flow of information to passengers and also unlock digital advertising potential which will lead to increased non-fare revenue,” the Railway Board’s Policy on Rail Display Network, reviewed by The Hindu, stated.
The RDN screens will display information related to arrivals, departures and running status of trains including expected delays and other relevant information like platform numbers, coach guidance and ticket confirmation status, the document said.
It will further provide information to passengers related to their comfort, amenities and safety. However, half of the display space will be utilised to display advertisements and social message, the policy outlined.
“The licensee should allow free of cost dissemination of Railways and railway approved information on RDN screens in terms of 50% time or space,” the policy said.
Indian Railways’ public sector unit RailNet will implement and manage RDN for 10 years and it will share 65% revenue earned from the private sector with the Railway Ministry. RailTel will be responsible for project implementation by inviting an open tender for selection of “implementation partner.”
In phases
The RDN policy will be rolled out in phases beginning with major railway stations such as Delhi, Chennai, Mumbai, Pune, Visakhapatnam, Patna, Kanpur, Varanasi, Jaipur, among others.
A senior Railway Ministry official said that it will set up a steering committee at the central and divisional level in a bid to ensure smooth roll out of the project. “It will include officials from commercial, electrical and engineering departments. The committee will meet regularly to review the RDN project,” the official added.
The Indian Railways’ non-fare revenue jumped around 70% to Rs 10,181 crore in 2016-17.
Railway Minister Suresh Prabhu had earlier this year unveiled its first non-fare revenue policy. Mr. Prabhu had said in his Railway Budget 2016-17 speech that Railways earn less than five per cent of its revenues through non-tariff sources. “In Japan, 25-30 per cent of the revenue comes from non-fare sources. We aim to reach that level in the next seven-eight years and it will be a new revenue stream for the Railways,” he said at a press conference in January.