BMTC floats tender to introduce in-bus audio advertisements across 300 buses

The Bengaluru Metropolitan Transport Corporation (BMTC) has invited bids to introduce a centrally managed in-bus audio advertisement system across 300 non-AC buses in the first phase, as part of its efforts to generate additional non-fare revenue.

According to the tender document, the selected agency will be granted exclusive rights to design, install, operate, and maintain the audio advertisement system for an initial period of three years, with an option to extend the contract by another three years based on satisfactory performance.

The Hindu had reported on July 2 that BMTC was planning to introduce audio advertisements inside buses to diversify its revenue streams. BMTC said that the system is intended to create a new revenue stream through commercial advertisements without affecting passenger announcements. The tender also proposes integrating the platform with the corporation’s GPS and Intelligent Transport System (ITS), enabling route-specific and location-based advertisements while ensuring that emergency and safety announcements always receive priority.

A BMTC official said the initiative is part of the corporation’s broader strategy to diversify its income beyond passenger fares. “The objective is to generate additional non-fare revenue while ensuring passenger announcements remain uninterrupted. The system will be centrally monitored, and advertisements will be regulated in accordance with BMTC’s operational guidelines,” the official said.

The tender specifies that the audio system must support automated playback, cloud-based content management, real-time monitoring and GPS-triggered advertisements. Kannada has been made mandatory for advertisements, while English may also be used. Audio levels have been capped at a maximum of 60 dB(A), and all content must receive prior approval from BMTC before being aired. Advertisements containing objectionable, communal, political, or obscene material will not be permitted.

BMTC has also reserved 10% of the total advertisement airtime for its own announcements, public service messages and other authorised communications. The successful bidder will be responsible for system maintenance, with faults required to be resolved within 24 hours and a minimum uptime of 95% across the fleet.

Under the financial model, bidders must quote a fixed licence fee per bus per month payable to BMTC irrespective of the advertising revenue they earn.