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Bringing Digital Signage to the Subway in Brazil

The world population is growing and with this growth comes the need to innovate and expand into new markets. We are all in constant motion and searching to somehow be connected with the world.

In Sao Paulo, Brazil, the Band Outernet, a company belonging to Grupo Bandeirantes Radio and Television and focused on media digital out-of-home solutions, set up a system that allows one to update content in real time on the subway. The TVMinuto MMSP system aims to transmit motion pictures, subway messages, varied programs, and paid advertising to riders in real time. The MMSP system is composed of a structure for generating the programming, implemented in the form of a single central which interconnects the RF sub-systems deployed in each station, each responsible for the spread of content for the compositions.

Following is a brief description on how the system works.

1. The operation of the MMSP system implies installing diffuser units fitted with FHSS radios at each station. Each of these acts as a cell through which the subsystems (in the rail cars) access the single central propagation via optical backbone.

2. The deployment of equipment follows standardized criteria by which a diffuser module and two transmitter modules are installed at each station, each of these parallel to one of the subway pathways.

3. In contrast, embedded devices that support the MMSP system on each train receive, decode and process the content received via wireless, distributing relative signals through an appropriate network to screens installed in the hall of the passenger trains.
The logical solution for content distribution comprises three layers of software that interact.

a. Central Program — resident on TVMinuto workstations, it is used by operators to create or change the daily schedule.

b. Charge-Train — resident in the CPU of each train composition. When it detects the existence of a radio frequency carrier and receives calls, the servers of the unitary central broadcasting will transfer the new play list.

c. Player — also resident on the CPU board, plays the playlist showing the media file scheduled for that time.

5. For the publication of a campaign, it is necessary to develop the grid of commercialization by entering the name of the campaign and the material being conveyed. This grid is completed on the day prior to the placement and is forwarded to the operational area that is making up your conferences, especially the configuration of the material (resolution, duration, content, etc.). The material is then decoded and distributed under the conditions employed: line and slot number of insertions.

6. During the placement of content, the system monitors any occurrences related to the scheduled inserts, generating reports, processing inserts with date and time of delivery. Importantly, the system does not allow changes of position or of data records.

7. In addition to the processing reports mentioned above, the TVMinuto has two other checkpoints: 1. checking the business report — admin area conferencing of the inserts broadcast through system will report, comparing to what was contracted, as PI, and 2. photo checking — activity performed by a team circulating on lines and subway trains in time from 06:00 to 20:00 p.m., six days a week, snapping photos of a "looping" full of programming in different trains.

8. The insertion report is prepared based on the reports of processing insertions, generated by the system. Thus the proof of advertising exhibition is made individually for PI and hence per customer.

Some of the main questions that need to be answered before starting up a project include looking at what the procedure will be for the initial check of the system and what will the total volume of the main data download be at each station, what will the file types be, and how long will the train be at the different stations with the capacity to access the onboard system.

Lyzbeth Cronembold is a DSE 2013 speaker presenter in the "Digital Signage 360: A Global Perspective" half day pre-conference session on Tuesday, 2/26. For more information, visit

Cronembold is an IT executive with experience in telecom, IT services, media OOH, digital TV and Internet. A professional focused on business development and strategic alliances in the field of IT technology, she has been responsible for two start-ups in the ISP market. She also worked at Portugal Telecom Group for five years, and in April 2007, she was a member of the Technical Exchange between Brazil and Japan for the deployment of digital TV in Brazil. Since 2010, Cronembold has served as director of technology and operations at DOOH Band Outernet, a company belonging to the group Bandeirantes Radio and Television. She has been responsible for the start-up and expansion of mobile digital out-of-home technology (MDOOH) technology in public transport in the cities of Sao Paulo, Rio de Janeiro, Porto Alegre and Brasilia.