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In NYC's Latest Transportation Fight, Who Benefits from Annoying Me?

by: Nancy Scola

Fri Aug 31, 2007 at 13:25:25 PM EDT


Passenger Information MonitorNew York city cabbies are threatening to strike next week. Well, a few of them are, at least. The New York Taxi Workers Alliance, which claims to represent 8,000 cabbies wants its drivers to stay home for work for two days, while the New York State Federation of Taxi Drivers and its 10,000 members don't want the strike to happen. Why the call for a strike at all? The city has started to require that cabbies install new hardware -- called Passenger Information Monitors -- in their rides that includes GPS, a text messaging system, and credit card processing capabilities.

The argument against the new devices is that they're an unfunded mandate -- the city is requiring them, but it's the cabbies that will ultimately pay for them. But more important, judging from the cabbies rhetoric over the last couple of weeks, is that the GPS is an invasion of their privacy and an incursion upon their workplace autonomy. The new units will let passengers see where they are and convey trip information back to their headquarters and the city. (One thing the units don't seem to do is to help cabbies figure out where they're going. Every report I've found implies that the driver won't even be able to see the unit from their seats.)

Cynics might think that cabbies are reluctant to declare all their proceeds, as they'll have to do with credit card fares. And some unscrupulous drivers might not exactly want passengers to know that it's not necessary to take the West Side Highway to get from Union Square to Soho.

How can the city require taxi drivers -- non-city employees -- to have this technology in their cars? Because, even though they're independent contractors, the medallions that cabbies bid for that allows them to operate opts drivers into a host of regulations.

Those are the basics of the threatened strike. Then there's this piece of the puzzle -- the Passenger Information Monitors will provide what the Taxi & Limousine Commission calls "both information and entertainment." Translation: we'll be treated to an endless stream of advertising on each and every cab ride. Awesome. Cause that's what I'm looking for when I'm trying to make my way home from Manhattan to Brooklyn late at night -- forced entertainment and advertising!

But the question remains, who gets the resulting advertising revenue? If it's the cabbies, you think they might be more excited by this plan. If it's the city, then you think the cabbies would be up in arms about that part of the plan too.

Nancy Scola :: In NYC's Latest Transportation Fight, Who Benefits from Annoying Me?
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yup (4.00 / 2)
just what we need, more freakin' television. they not only have taken over the elevators and have their eyes on cabs, but i recently was in a bar in manhattan that had talking advertising in the bathroom. really. it was promoting an upcoming movie and every time i went in there it sqwauked. talk about annoying...

TODAY is day one. It always is.

According to a Recent Study (4.00 / 1)
Earlier this year, Yankelovich Partners estimated that a city resident in a dense urban setting now sees or experiences approximately 5000 ads per day, up from "only" 2000 per day some thirty years ago.  I have no idea how they came up with those figures, but at 300 ads per waking hour, agencies have to be more and more creative about getting their ads someplace where there's no competition.

Frighteningly, I think we're still only seeing the tip of the iceberg in terms of push advertising.


[ Parent ]
My Understanding (4.00 / 1)
If I'm remembering correctly, most of the advertising revenue would stream to the medallion-holders, as well as the TLC.  Since only a tiny fraction of the drivers (hacks) also own medallions, they wouldn't benefit a single penny from the ads.

And the drivers are concerned about the cost of installing the units (estimated to be about $5000 per vehicle) because they expect the medallion owners to recoup their costs by upping the leasing fee per shift.  Thus, the hacks' earnings would directly decline as a result.


One Other Issue (4.00 / 2)
You missed one other part of the taxi driver complaints, that being the use of credit card machines taking away some of the taxi driver revenues.  Remember, every time you use credit the company is taking a small piece from the business as a commission for the use of credit.  That can be a huge hit to hard working taxi drivers.

"Never be afraid to stand with the minority when the minority is right, for the minority which is right will one day be the majority."



-William Jennings Bryan


Forced Entertainment and Advertising? (0.00 / 0)

Then there's this piece of the puzzle -- the Passenger Information Monitors will provide what the Taxi & Limousine Commission calls "both information and entertainment." Translation: we'll be treated to an endless stream of advertising on each and every cab ride. Awesome. Cause that's what I'm looking for when I'm trying to make my way home from Manhattan to Brooklyn late at night -- forced entertainment and advertising!

From the FAQ (that you linked to):


Can I turn off the monitor in the backseat?
Passengers will be able to turn off either the sound or the entire monitor.  If it had been turned off, the monitor will reactivate at the end of the ride to assist in payment.

So...  I fail to see what is forced about it if passengers can turn off the sound or the entire monitor if they so wish.


Optional *and* Forced (0.00 / 0)
You're right that the FAQ on the devices say that passengers can turn them off, but keep in mind that they're on when they get in the cab, on when the GPS map is displayed, and on again when the ride ends so that credit cards can gets swiped.

I can choose to turn away when commercials are played on the TV or turn down the volume when ads run on the radio, but they're mixed in with the good content in the thinking that  doing that is more trouble than it's worth. And most often, it is -- unless you're watching via Tivo, which is killing the TV ad business.

I'm guessing that the rates for PIM ads aren't based on the premise that every rider in a New York City cab who doesn't want to see an advertisement, doesn't...


[ Parent ]
let's look at all the other stuff (0.00 / 0)
a rider should expect by law like not having the driver use his cell phone while driving (anyone notice how cabbies are always talking these days, though they are rarely, if ever, talking to you?) or how they are supposed to take you anywhere in the city once you are in the cab? (i live in brooklyn. do the math.)

i'll believe we can turn these things off when i see it.

TODAY is day one. It always is.


[ Parent ]
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