Prague unveils innovative new LED advertising system in metro tunnels

Prague metro passengers can now see images and messages between Dejvická and Bořislavka on Line A thanks to a series of state-of-the-art LED panels.

Jason Pirodsky

Written by Jason Pirodsky Published on 18.11.2023 12:39:00 (updated on 18.11.2023) Reading time: 3 minutes

The metro tunnel between Dejvická and Bořislavka on Prague's Line A has begun a trial run of a new advertising and information system. This cutting-edge system, tested in secret for approximately a month, employs modern LED panel technology to project images or text directly onto the windows of passing metro trains.

Prague has become the first city in Central and Eastern Europe to utilize this kind of display technology. Specifically tailored for Prague's metro, a similar system is found in European metro systems in Barcelona, Madrid, Rome, Zurich, and Rotterdam.

The display system in the metro tunnel on Line A between Dejvická and Bořislavka is state-of-the-art, employing hundreds of non-invasive LED units arranged in a series along the tunnel wall to ensure a seamless presentation.

Operating through a principle used in animation, the screens statically present segments of the message or image, creating the illusion of a continuous video due to the train's speed and the human eye's persistence of vision. Comprising 386 LED panels arranged uniformly in a 200-meter series, the system requires a minimum train speed of 60 kilometers per hour for smooth animation.

A control unit and speed-measuring sensors assess whether the minimum speed is met; if below, the animation will not activate. Emphasis has been placed on safety and preventing any distraction to train operators.

European Digital Industries (EUDI) operates the system after securing the rights through an open tender from the Prague Public Transit Company (DPP) to lease spaces in selected metro tunnels. EUDI bears all costs associated with system installation and operation, along with the business risks. For leasing spaces in 36 chosen metro tunnels, DPP stands to gain nearly CZK 20 million annually.

LED metro advertisement. Photo: DPP / EUDI
LED metro advertisement. Photo: DPP / EUDI

"This is another project aimed at increasing revenues from DPP property rentals. In this case, innovatively within metro tunnels with technical parameters suitable for the installation of display technology," Petr Witowski, Chairman of the Board and CEO of DPP, states in a press release.


Apartment for rent, 2+kk - 1 bedroom, 40m<sup>2</sup>

Apartment for rent, 2+kk - 1 bedroom, 40m2

Radičova, Praha 6 - Břevnov

Apartment for rent, 2+kk - 1 bedroom, 52m<sup>2</sup>

Apartment for rent, 2+kk - 1 bedroom, 52m2

Hugo Haase, Praha 5 - Hlubočepy

Villa for sale, 240m<sup>2</sup>, 971m<sup>2</sup> of land

Villa for sale, 240m2, 971m2 of land

Žitavského, Praha 5 - Zbraslav

Apartment for rent, 1+KK - Studio, 37m<sup>2</sup>

Apartment for rent, 1+KK - Studio, 37m2

Odkolkova, Praha 9 - Vysočany

"This project received approval based on meeting several conditions. Under no circumstances should it negatively affect metro operations or interfere with existing technological equipment and communication systems, and it must adhere to all safety and fire standards required for metro installation, all of which the lessee fulfilled during preparation and testing."

"Special attention was given to ensuring the system does not impact train operators. Importantly, DPP incurs no cost for the production, installation, or operation of the display equipment; instead, the lessee is obligated to pay a rental fee for each space according to the signed agreement. This space could be used for passenger information about operations, events, or products."

The first messages from the new advertising and information system debuted on Wednesday, and included a visual reminder of the events of November 17, 1989, in collaboration with the Memory of Nations organization. From December 1, the system will begin showcasing its first advertising campaigns.

Currently installed only on Line A in the tunnel between Dejvická and Bořislavka, the new display system is earmarked for 36 tunnels in Prague's metro that meet technical specifications (e.g., curvature, incline, etc.) for additional installations. However, the decision to utilize all tunnels rests with EUDI.

Over the next year, the new display system may extend to tunnels on Line A between Náměstí Míru and Můstek, and on Line B between Smíchovské nádraží and Národní třída and between Náměstí Republiky and Invalidovna.

Installing the system in one tunnel takes approximately two months and occurs only during nighttime operational shutdowns. The lease agreement for spaces in selected tunnels between DPP and EUDI is valid until 2030, with an option for a five-year extension.

Would you like us to write about your business? Find out more