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California mulls ads on number plates to beat budget deficit

The plates could have personal messages, public service announcements like missing children alerts, or traffic information while the vehicle stopped at a signal or in a jam.

DNA Web Team

Updated : Jun 23, 2010, 10:07 PM IST

California is contemplating using digital number plates, which would switch to ads when vehicles were stuck in traffic, as a way to raise money to tackle its $19 billion budget deficit.

The plates could have personal messages, public service announcements like missing children alerts, or traffic information while the vehicle stopped at a signal or in a jam. At other times, however, the plates would display the registration number, and a section of the plate would continue to show the number at all times.

Advertisers would buy space from the state's department of motor vehicles.

Curren Price, a California state senator, mentioned that the bill was being considered by state politicians would allow for safety tests ahead of its introduction.

"We're just trying to find creative ways of generating additional revenues. It's an exciting marriage of technology with need, and an opportunity to keep California in the forefront," The Telegraph quoted him as saying.

A company called Smart Plate in San Francisco is developing the plates and envisions them not just as a new outlet for advertisers, but also for drivers.

M Conrad Jordan, the company's chief executive, said, "The idea is not to turn a motorist's vehicle into a mobile billboard, but rather to create a platform for motorists to show their support for existing good working organisations."

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