Target Media wins HDB tender to install digital display screens in lifts, lobbies next year

A digital display panel inside the lift of Block 848 Tampines Street 82. ST PHOTO: LIM YAOHUI

SINGAPORE - A tender to install, operate and manage 6,000 digital displays screens in lifts and lobbies in Housing Board blocks has been won by Target Media Culcreative (TMCC).

The panels will be built by June 2020 and allow more residents to receive information and news from the screens, in line with the Republic's Smart Nation drive to leverage digital technologies.

The project will be fully funded by TMCC - a joint venture between Singapore Press Holdings and Focus Media China - which beat out three vendors to win the tender.

Most of the panels will be installed at lift lobbies on the ground floor, with others inside residential lifts.

The content broadcast on the screens will range from local notices on activities in the estate to nationwide updates on emergencies and public health advisories.

In its call for tender in October this year, HDB said that commercial advertisements could also be displayed, but it will be capped at 30 per cent of the total screen time.

There are currently about 8,700 such panels installed at common areas in HDB blocks.

TMCC operates 8,000 screens across seven of the 16 townships in Singapore - Choa Chu Kang, Tanjong Pagar, West Coast, Jurong-Clementi, Sembawang, Tampines and East Coast-Fengshan.

International brands such as McDonald's, Mitsubishi and Redoxon, as well as government agencies such as the Ministry of Communications and Information and Ministry of Manpower have broadcast content on these screens, TMCC said.

Apart from investing in the hardware and software of the panels, the firm will also pay a temporary occupational licence fee to HDB, which is similar to the current arrangement it has with town councils.

Mr Jeff Liu, chief executive of TMCC, said: "In our past experience of building 8,000 screens, we understand how the digital display panels can bring vibrancy and relevance to HDB dwellers.

"In sync with the Singapore's government push for digitalisation, our smart digital display panels serve as an innovative channel and green initiative for the majority of Singaporeans to receive timely and relevant information."

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