To boost real-time public communication and reinforce its smart city infrastructure, the Greater Chennai Corporation (GCC) will install 100 additional Variable Messaging Displays (VMDs) across the city. These digital boards will provide live updates on traffic, emergency alerts, and civic information.
The new VMDs will be set up in high-footfall areas, including parks, beaches, playgrounds, and govt buildings. Operated daily from 7am to 10pm, each unit will have dedicated time slots during peak hours for public interest messages such as weather warnings, health campaigns, and disaster alerts.
A senior GCC official said a feasibility study will be carried out to identify optimal locations based on visibility, foot traffic, and communication effectiveness.
The expansion follows a Public-Private Partnership (PPP) model, with commercial advertisements shown during non-critical hours. The System Integrator (SI), tasked with installation and maintenance, will manage ad slots and recover costs through ad revenue."
The 97 existing VMDs demonstrated both public utility and commercial viability. Between Sept 2024 and March 2025, the SI generated about 15 crore in ad revenue.
With the new rollout, we expect an additional 12 crore annually," the official said.
An earlier initiative to track real-time ambulance movement on VMS boards at 16 major junctions, including Poonamallee High Road, remains operational. However, the proposed expansion to 40 locations has not yet materialised.
To support the rollout, GCC allocated 6 crore in the 2025–2026 budget. This includes infrastructure costs such as electricity connections and cabling, estimated at 85,000 per unit. Annual power costs are projected at 1.44 lakh per VMD.
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Quelle/Source: The Times of India, 16.06.2025
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