In-cab entertainment to arrive in Abu Dhabi on July 6

After 18 months of discussions and a trial phase, Abu Dhabi will officially roll out the in-cab entertainment system located on the back of the front-seat passenger headrest in 1,020 taxis.

More than a thousand Abu Dhabi taxis are being equipped with small flat screen tablets from July 6, 2014. Lee Hoagland / The National

ABU DHABI // Abu Dhabi will officially roll out an in-cab entertainment system in 1,020 taxis on July 6.

The touch-sensitive, colour LCD screens installed on the back of the passenger side headrest will display multimedia visuals in Arabic and English. Advertisements can be provided in any language, based on a client's requirements.

“We are rolling them out live next week,” said Brett Pearson, managing director at Taxi Media. “We’ve been in discussions with TransAD in the past 18 months, fine tuning the content and the specification requirements for Abu Dhabi.”

Test screens first appeared in 20 taxis in December last year. As taxis are replaced after they reach five years in service, Taxi Media will install screens in new vehicles. The next installation is not scheduled until September.

The unit is eco-friendly because it operates only when there is a passenger on board, when the meter is turned on, he said.

“We’ve installed a relatively ‘green’ system which does not drain a taxi,” Mr Pearson said. “Technically, we are carbon neutral and we actively support green projects. Any additional running costs, we donate the equivalent amount of money to a green initiative that TransAD decides to support.”

Its system is made of three parts: a continuous 22-minute video loop with a mix of paid-for advertising, government announcements and promotional content for Abu Dhabi; a City Living guide to shopping and entertainment; and bespoke content, such as adverts for the major retail chain H&M.

“Every season, they do have a promotion highlighting the season’s new range, and you can even dress the model,” Mr Pearson said. “The data can be sent to your phone and when you visit the shop, you can ask ‘Can I have this outfit, please?’ ”

In addition to video games, the system will feature surveys and competitions, with a stay at Palm Jumeirah, a holiday to Thailand, and iPads up for grabs.

Mohammed Al Qamzi, TransAD director general, welcomed the new system, the first in the UAE and in the region.

“TransAD encourages franchise companies to go for it,” he said. “There will be a welcome message from TransAD and a reminder for passengers not to forget their belongings when they leave the taxi.”

It’s not just an advertising bombardment, Mr Pearson said.

“We don’t want to be intrusive so you can press the mute button,” he said. “It gives you something to do, rather than sitting in a taxi for 10, 20 or 30 minutes. We want to create a fun, relaxing, experience.”