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CNBC-TV18 & Zee News now in Radio Taxi via Flo

Flo also offers select ad spots, which has already attracted advertisers like Volkswagen, Economist & Siemens

CNBC-TV18 & Zee News now in Radio Taxi via Flo

Flo offers select advertising spots, which has already attracted advertisers like Volkswagen, the Economist & Siemens

BestMediaInfo Bureau | Delhi | December 30, 2011

So you’re in a cab, stuck in the infamous Mumbai traffic. What do you do? You start by staring at the outside world; you doze off or fiddle with your phone, now what? Behold, for Mumbai’s radio cab passengers are in for a surprise.

Mumbai based En Route Media has recently introduced the country’s first ever in –taxi entertainment and advertising network, which goes by the name of Flo.

Flo is a tablet like device embedded in the passenger seat’s headrest. This elegant travel companion’s sole objective is to relax its traffic-ridden audience with light entertainment and relevant information. Flo already has four distinct channels presenting contents from genres such as Entertainment, Fashion, Lifestyle, Cars, Technology, Travel, Food and Sports.

The resultant high levels of engagement and impact greatly benefit brands looking to find new ways to target busy professionals on the move. En Route Media offers a few select advertising spots, which create maximum impact and call-for-action. This proposition has already attracted advertisers such as Volkswagen, the Economist and Siemens to try this new medium.

For content partners Flo brings on the opportunity to showcase their content, and finally find a way to catch the segment of their audience that’s always on the move. Upon asking Shikha Modi, Content Head, En Route Media, about the idea behind the content on Flo and their partnerships, she said, “We understand that passengers want to relax during their cab journeys, so we make sure the content we select consists of a mix of light entertainment, quick tips, news updates and local information. The passengers’ feedback to this bouquet of videos is constantly being monitored through our smart backend servers. That way we are able to provide content specifically tailored to the audience’s preferences.”

Even though Flo is a rather young product, it boasts of a kaleidoscopic list of national and international content partners. Here is what some En Route’s existing partners had to say about this young company’s wirelessly managed entertainment platform:

CNBC TV 18 shares shows surrounding business, infotainment and technology. Saket Saurabh, Head – Marketing, CNBC-TV18 says, “We’re always looking at new and innovative ways to reach our viewers. Flo offered us a differentiated & captive platform and offers us an additional medium to sample our channel.”

Rohit Kumar-Marketing Head - Zee News Ltd says, "Flo is a great digital medium which captures attention instantaneously, we have partnered with En Route to deliver special news capsules of the week and run live news tickers on their screens for people who are always on the move.”

According to Red Bull India, “Flo is a fantastic opportunity to showcase the World of Red Bull. Whether it's the high action sports content featuring feats like the first Formula One car at the World's highest motorable road or whether it's giving Indians a taste of the world's best break dancers at Red Bull BC One, Flo is the perfect vehicle to reach a captive audience. As Red Bull moves towards becoming a media company, outlets like Flo allow the company to evolve on new platforms and constantly push the evolution of sharper focused and smarter content formats”

En Route’s lists of content partnerships also include names like Bollywood Masala,,, Fox Traveller, and stand up Comedian Papa CJ.

Flo is a modern two way medium that enables Mumbai’s radio cab passengers to enjoy their journeys, and provides a gateway for channels and advertisers to reach a predictable audience in an uncluttered environment via the impact of audio-visuals.

Flo in the near future will be expanding to New Delhi, and promises to provide Location-Based Services, route maps, points of interest and other useful travel information all at the tip of their fingers.

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