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Thursday, April 28, 2005

SBS irritation

As if SBS Transit couldn't irritate its passengers any more by including TV Mobile (TV on buses, sometimes with the volume turned deafeningly up), it has raised the level of irritation to a whole new level through advertising.

I was on Service No. 30 two days ago and when I got on the bus, I noticed this display just next to the entrance. It had two plastic domes showing the little Axe Brand Medicated Oil bottles.

Aside: Who, besides old folks, still uses Axe Brand Medicated Oil???

The display was nice and different from the usual posters. No, it wasn't irritating at all. What was irritating was the use of the advertiser's jingle every time the front door opened.

The jingle sounds like a ringtone and lasts for about 10 seconds. It's okay for one or two times, but not every freakin' time the door opens! There is about one bus stop every minute, so on a two-hour bus ride (the average duration of a local bus service), the jingle comes on more than 100 times. I suspect that that's why the bus was moving faster than expected -- the driver wanted to finish his journey just so he could avoid listening to the darn tune!

SBS Transit, would you please spare a thought, if not for your passengers, then for your overworked bus drivers captains? Singapore road conditions are bad enough. They don't need to hear the same jingle over and over and over and over and over and over and over and...


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