By contrast in cinema, viewers see motion-pictures from moving film strip. Some of earlier tunnel advertising technologies created motion pictures by combining still images fixed to tunnel walls and some of them created a series of graphic panels mounted on the tunnel walls that are illuminated by lights synchronized with the train speed. Both systems were working depending on the train speeds.Although the first generation Tunnel advertising systems effectively turned the boring black walls into an exciting space for creative advertisers, they also had plenty of limitations;

After all the experiments, the experiences told us future has to be digital. And we did something which is not a revolution but an evaluation...
Submedia Europe has been pioneer in designing and installing animated displays in metro tunnels over the past decade and has licensees in Asia, Europe, America. Today the company with Tunnel TV offers a new technology for tunnel advertising which seem to be similar but significantly different from its competitors and has got full of advantages than the first generation tunnel advertising technologies.