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Forget Advertising on Digital Billboards, Digital License Plates Could be Next

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Photo by polaroid-girl via LAist Featured Photos on Flickr

Photo by polaroid-girl via LAist Featured Photos on Flickr
Puppet shows for gridlocked drivers may or may not be illegal, but a state bill seeking the realities behind digital license plates that would show ads has already been approved by the California Senate and will be heard by an Assembly Committee today.

SB 1453 by Los Angeles State Senator Curren Price was unanimously approved by the Senate in late May. Part of the motive is to generate new revenue for the state's dwindling budget, currently about $19 billion in the red. “State governments are facing unprecedented budget shortfalls, and are actively rethinking the use of existing state assets to create new ongoing revenue opportunities,” said Price.

If approved, the bill instructs the DMV to partner with companies to research, develop and implement new technology at no cost to the State. The end product should be an interim and final report, detailing "real world" trials and data on how Digital Electronic License Plate (DELP) technology would deliver cost savings, workflow efficiencies and revenue generation.

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Ads would be shown when cars sit idle for four seconds for more. Amber alerts and traffic information could be shown during emergencies. "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 organizations," Price told the Associated Press.