The screen will provide passengers with lifestyle, news, entertainment, offers, and promotions on the go.

The introduction follows a pilot of the in-car interactive digital screens across 250 taxis by RTA in 2022.

The initiative was launched 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, “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.”

The new screens will also create new opportunities for advertisers to place their ads.

Khaled Nuseibeh, Chief Executive Officer at Hala said, “All our customers can soon enjoy the added benefit of discovering and accessing relevant local offers and promotions during their rides.”

Binary’s Onboard Entertainment System will deliver exclusive experiences to passengers through interactive digital screens.

Santosh Sarma, Co-Founder and CEO at Binary, concluded, “Our platform also enables brands to engage a captive audience on the move, providing a brand-safe, clutter-free environment when the attention span is at its highest.”

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.

The TechVantage is the exclusive monetization partner for this initiative.