Dubai RTA Brings Onboard Entertainment Service to Taxis

Dubai has extended its onboard entertainment service, previously available only on flights, to 4,500 taxis, allowing passengers to browse the internet or watch shows during their journeys. The Roads and Transport Authority (RTA) introduced this initiative to enhance the travel experience for taxi riders, offering a variety of premium lifestyle, news, entertainment, and promotional content on interactive screens.

This expansion follows a successful trial of the in-car digital screens in 250 taxis in 2022, conducted by RTA in partnership with Hala, an e-hailing taxi service, and Binary Media, a passenger experience company. The project was formally launched through a signing ceremony attended by key figures including Ahmed Bahrozyan, CEO of Public Transport Agency at RTA; Khaled Nuseibeh, CEO of Hala; and Santosh Sarma, CEO of Binary Media.

Ahmed Bahrozyan expressed delight in collaborating with Hala and Binary Media to offer an immersive travel experience, while Khaled Nuseibeh highlighted the added benefit of accessing local offers and promotions during rides.

Binary Media’s Onboard Entertainment System provides passengers with four categories of experiences:

Discover: Guides passengers to explore Dubai’s attractions, showcasing popular spots and hidden gems.
Multi-Media: Offers a curated collection of content including kid-friendly videos, informative talk shows, relaxation videos, and cultural insights.
Games: Provides various hyper-casual games for leisure enjoyment.
Browse: Allows passengers to access essential websites for news and travel-related information.

Santosh Sarma envisions a future where travel time becomes an opportunity for entertainment, discovery, relaxation, and productivity.

Hala, currently managing 21,000 captains and a fleet of 12,000 cars, serves Dubai residents and visitors, offering a convenient and enhanced travel experience.

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