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Shatabdi on track for direct to train TV

Sports and entertainment shows will be watched by commuters on India’s Shatabdi trains, thanks to a new direct to home (DTH) satellite TV initiative by the railway operator.

The TV service will reportedly be provided on trains in Kalka Shatabdi, Lucknow Shatabdi, Amritsar Shatabdi, Bhopal Shatabdi, Dehradun Shatabdi, Ludhiana Shatabdi and Ajmer Shatabdi, free of cost to both travellers and the railway company.

"We have decided to install LCD screen behind each seat in nine Shatabdi trains and DTH service will be provided to these trains," Aswani Lohani, divisional railway manager of Delhi division, told the Press Trust of India (PTI).

The two agencies chosen to run the project for the next five years, Meghdoot Private Ltd and Media on Track, are to bear the cost of providing the service by generating advertising.

The revenue model adopted will see 75% of airtime given to television programming, with the remaining 25% given over to advertising.

"We will get one per cent of ad revenue from these two agencies, which will be about INR 1.5 crore a year," Lohani added.

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