The Bengaluru Metropolitan Transport Corporation (BMTC) is set to introduce audio advertisements on its buses for the first time as part of a broader strategy to increase non-fare revenue and improve its financial position.
The initiative comes as the state-run transport utility faces mounting operational costs due to rising diesel prices and delays in receiving reimbursements from the Karnataka government under the Shakti free bus travel scheme for women.
Tender process to begin soon
According to senior BMTC officials, the corporation will shortly float a tender to appoint an agency responsible for managing and operating the audio advertising system.
The proposed advertisements will be played inside buses, creating a new advertising platform while generating additional income for the corporation.
Officials believe the move will help diversify BMTC’s revenue streams beyond passenger fares and conventional advertising formats.
Revenue diversification plan
BMTC has been exploring various non-fare revenue initiatives in recent years to strengthen its finances. These include advertising on buses, bus shelters, terminals, digital displays and commercial utilisation of transport properties.
The introduction of audio advertisements marks another step in the corporation’s efforts to reduce its dependence on ticket revenue while meeting increasing operational expenses.
Financial challenges continue
BMTC has been under financial strain due to rising fuel prices and the growing cost of operating one of the country’s largest public bus networks.
The corporation has also been awaiting timely reimbursement from the state government for implementing the Shakti scheme, which provides free bus travel for women across Karnataka on eligible state-run buses.
Officials expect the new advertising initiative to generate additional income without affecting passenger services.
The proposal is expected to be implemented after the tender process is completed and an agency is selected to oversee the project.