Taxi riders can now watch news, entertainment on the go

Dubai's Roads and Transport Authority (RTA) introduced 4,500 interactive screens to provide passengers with a diverse array of premium lifestyle, news, entertainment, offers, and promotions on the go.The innovative project launched on Tuesday aims to bring happiness to taxi riders in the emirate.

The initiative follows a very successful pilot of the in-car interactive digital screens across 250 taxis, by RTA in 2022 in collaboration with the e-hailing taxi solution provider Hala, and passenger experience company Binary Media.

The project was officially inaugurated through a formal signing ceremony event attended by Ahmed Bahrozyan, CEO of Public Transport Agency at RTA; Khaled Nuseibeh, Chief Executive Officer at Hala; and Santosh Sarma, Co-Founder and Chief Executive Officer at Binary Media.

Ahmed Bahrozyan, CEO of the Public Transport Agency at RTA, expressed his delight with the launch of this initiative that aims to raise the happiness and satisfaction of taxi riders.

Bahrozyan said. "We are delighted to collaborate with Hala and Binary Media to deliver an immersive travel experience that offers curated informational and entertaining content during a customer's commute."

Binary's Onboard Entertainment System delivers exclusive experiences to passengers through interactive digital screens.

Hala currently manages 21,000 captains on its platform with a fleet of 12,000 cars provided by its franchise partners for Dubai residents and visitors.