The remaining contenders for the contract, JCDecaux and incumbent Viacom Outdoor, are expected to put in their best and final offers next week. TfL marketing director Chris Townsend is keen to see digital screens, which Viacom has introduced at Tottenham Court Road, rolled out to all stations feeding busy retail centres and big sporting venues, such as Wembley.
Research has shown that 73% of passengers watched the digital screens at Tottenham Court Road for all or most of their journey on the escalator and a majority agreed that the signs brightened up the station and were enjoyable to look at.
The next advertiser to use the screens is Sony's Bravia range of Freeview-enabled digital TVs. The campaign was developed by Viacom Outdoor and Tonic.
TfL also wants investment in cross track projection, in which digital images are projected onto a wall on the other side of the tracks.
This currently allows for larger moving images than the digital screens.
Tfl wants to double, if not treble, its £30m cut of the annual revenues. The rest of the £100m is split between Viacom and outdoor media agencies.
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