• Jun 22, 2010
We've checked various calendars and confirmed the date is not April 1, so we can safely say this is not a joke – it's just another idea from the California idea lab. In order to help close the state's $19.1 billion deficit, a study bill has been introduced that allows the DMV to explore the feasibility of digital license plates. The new tags would display the number when the car is moving, then show ads and public service announcements any time the car stops for more than a few seconds. It isn't clear if the license number would always be displayed or would disappear when the ads come up.

The stated goals are the same as always: a public-private partnership that will bring in revenue and create jobs. We're still a long way from seeing such a thing happen – the private company that owns the technology doesn't yet have a working prototype. The DMV has until 2013 to complete its research, but now that the door is open, we wouldn't be surprised if something, somewhere, came of this.

[Source: NBC San Diego | Image: Brett L.]


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  • 46 Comments
      • 4 Years Ago
      I guess there's at least something good for living in Kalifornia. At least I can look forward to all the screwed up ads that'll invariably show up.

      Ahh good times :D
      • 4 Years Ago
      Craziness.
      • 4 Years Ago
      rearenders will escalate
      • 4 Years Ago
      If I saw someone with the personalized plate in the picture above I think I would have to punch them.
        • 4 Years Ago
        You forgot to say "I'm just sayin'."
      • 4 Years Ago
      And then some teen hacks the system, and displays porn on every plate in CA.

      that being said: Even those stupid dealership logos and license plate frames are too much advertising for me.
        • 4 Years Ago
        Somebody hacking the plates for porn is is pretty much a given...

        Tho even legit ads for massage parlors, bath houses, and escort services would be a lot of fun.
      • 4 Years Ago
      effin stupid government idiots... trolls... dirtbags...

      cut the friggin spending, you dolts...
      max_smart1
      • 2 Years Ago
      This makes complete sense. I hope they fully automate the licensing process. I hate going to the DMV to renew ANYTHING. I just found out that a company called Quik DMV in Sacramento can register my car without me going anywhere near the DMV. That is awesome. I ws in and out of there in no time! I found them online at: www.QuikDMV.com Maybe we can start getting our electronic automobile credentials digitally sent to our phones or at least email. -Max
      • 4 Years Ago
      I'd better not see any Ford ads on my Chevy!
      • 4 Years Ago
      i just cant wait to see a bunch of blue screen of death plates running around eventually.
        • 4 Years Ago
        They're probably going to be Linux embedded.
      • 4 Years Ago
      If this happens I'm going to put duct tape on the digital part of the plate to cover up the adds, unless I'm personally getting money for every add shown on my car I sure as hell am not going to give someone free advertising. This is the stupidest thing I have ever heard in my life. If my states government thinks this is a good idea then I've got a better one. Make the entire bodies of all government vehicles in the state out of LCD screens, divide it up into licence plate size pieces and rent them out for ad space, I can't see the politicians coming up with a good reason against my idea, it would let them do what they do best in wasting money to develope this technology, and they can use the tax payers money install them, then take all the money they make from the add revenue and put it in a non descript paper bag under their desk.
      • 4 Years Ago
      The commercialization of society is truly getting ridiculous. Government officials..leave me with whatever little else I have left of my private life and get away! Should this come to fruition, it will cost the taxpayer...it always does.
      • 4 Years Ago
      The irony here is that this study to increase revenue is a total money waster in itself, this idea would meet extreme public outcry long before it ever became a reality. As a CA resident I don't want this on my car and I find it hard to believe many others will either, not to mention I doubt safety advocates will be happy about the added distraction to drivers.



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