PASSENGERS looking out of the train between the Newton and Orchard MRT stations may be forgiven for thinking they are watching television.
SMRT Corp has installed a series of 360 LED panels on the walls in the tunnels between the two stations to screen advertisements.
The panels, which have a total length of 72m and are 73cm high, are synchronised to the speed of the trains, which travel at 45 kmh.
This gives passengers the impression that they are watching ads on a standard TV screen, SMRT said in a statement last week.
Called Tunnel TV, the technology made its debut on Christmas Eve along the two-minute south-bound train ride between Newton and Orchard.
SMRT Media deputy director Jeslyn Tan said: 'We are always looking at how we can leverage on our network and harness technology to provide fun and entertaining information for people on the move.
'This new exciting media form will add an interesting dimension for advertisers to reach out to this highly targeted audience of commuters on a train ride.'
This is not the first time such technology has been employed in Singapore, as Moove Media, the advertising arm of ComfortDelGro, has used similar technology along the North-East MRT Line at Dhoby Ghaut station.
SMRT Media said it has signed up Standard Chartered Bank, the Republic of Singapore Navy and M&M's Chocolate to use the panels as part of their marketing efforts.
Major Eric Tan, Navy recruitment centre head, said: 'With Tunnel TV, we can leverage on the latest technology and the extensive reach on the main MRT line to showcase a Navy career as a fun, exciting and adventurous one.'
SMRT said it has no plans to increase the number of screens at other locations at the moment.