Pennsylvania transportation officials and the state's technology development network are financially backing the trial run on Amtrak's Keystone line. The screens allow passengers to connect to the Internet using a new high-speed wireless network.
"Passengers can tune in for work or play, and advertisers gain access to a highly affluent, captive audience," said Carlos Garcia, chief executive of NRoute Communications, the network's provider.
Garcia hopes revenue from the advertiser-supported service will give Amtrak enough incentive to expand it to other trains and get NRoute Communications off to a sound financial start. He said the company is also talking to bus companies about launching similar systems.
Merry Hein, a Harmelin Media vice president who has discussed the system with clients, said the NRoute network has unique capabilities that have some advertisers interested, including Global Positioning System technology that lets advertisers target consumers based on their location.
"So as a train or bus approaches New York City, for instance, local restaurants, hotels, theaters and other local businesses can promote themselves to the precise audience likely to use their services," said Darryl Trent, NRoute's executive vice president of sales and marketing.
Amtrak riders who log onto the system will be in a relatively "uncluttered" environment, Hein said.
"In a car, I'm listening to the radio; I'm driving; there could be a billboard; there could be a blimp going by; it's cluttered," Hein said.
Garcia says NRoute is "really like a cable system for the transportation industry."
Passengers will be able to choose from a selection of movies and from programs from sources such as Food Network, Do It Yourself Network and Fine Living. NRoute will install and maintain the equipment at no cost to the railroad, and Amtrak will get a small share of ad revenues.
Amtrak said it is too cash-strapped to install its own communications amenities. The government-subsidized, loss-plagued railroad is asking Congress for $1.2 billion just to continue operating for another year.
"Every dollar we have goes to run a safe and reliable railroad; we look to outside sources for that kind of potential," spokesman Bill Epstein said.
For example, a six-month test that proved popular earlier this year involved handheld devices offering Internet access via Yahoo on selected trains between Washington, D.C., and Boston; Sacramento and San Jose; and Chicago and Milwaukee. But Epstein said Amtrak would need outside proposals to offer the service permanently.
A $155,000 contribution from Pennsylvania's Department of Transportation was vital for the NRoute test.
"The state grant will pay for the wiring of the car," Epstein said.
Rick Peltz, deputy PennDOT secretary, said the agency wants to learn whether it can coax commuters to leave their cars behind.
"Will this type of service be another incentive to take public transportation -- get out of their car and take the train?" he asked.
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