The Toronto Transit Commission (TTC) will be installing closed-circuit televisions in subway trains and stations in the new year.
In January, 40-inch LCD screens will be placed in high-traffic subway stations.
In mid-spring, smaller screens will be added on selected trains.
The three-month pilot project is being looked at as a revenue source for the cash-strapped TTC.
Local broadcaster Citytv will provide news updates, weather and transit conditions – along with, of course, advertising.
Toronto subway riders represent a large captive audience. It’s expected that the ads will reach up to 850,000 people a day.