After recently launching advertising on Metrocards, the MTA announced it placed large screens around Midtown paid for by Turner Broadcasting. Credit: Getty Images
Metropolitan Transportation Authority officials expect new ad revenue after placing 10 high-definition digital screens measuring more than 5 feet tall at multiple midtown subway stations.
The MTA didn't immediately respond to a request for information on how much the deal might bring to the often cash-strapped transit authority. The screens went live on March 3.
Last year, the MTA reported earning more than $130 million in ad revenues. It's over all budget was recently approved at $13.5 billion.
The agreement with Turner Broadcasting will bring the screens to 10 different subway stations in midtown Manhattan and feature advertising for the college basketball's March Madness and the media company's different networks through at least March 2015.