Metlink is the marketing name of the public transport network of Melbourne, Australia.

Introduction

Since being introduced in 2003, railway stations, tram and bus stops around the city have started to receive new Metlink-branded signage, which replaces the inconsistent signage of the various (some now defunct) transport operators. Train station signage and timetables have been colour-coded blue, tram stop signs and timetables are now green, and the bus network is orange.

As well as re-branding the network, the Metlink initiative was introduced to better integrate the three modes of transport, and to provide commuters with more information about connecting services.

Prior to the privitization of public transport, the system was universally known as The Met, which is likely where the new name is derived.

Priorities

The scheme has been criticised by some in that it is seen as an inappropriate priority. Many communters would argue that consistent signage and information is of a lower importance than other problems facing Melbournes's public transport networks; such as safety (including poorly-lit railway stations and the lack of a consistent staff presence), increased service frequency, and expansion of the rail and bus networks to serve the newer, car-choked outer suburbs.

Future Role

During the re-privatization of Melbourne's Public Transport system in April, 2004, the Metlink brand was applied to a new company whose role is to cover several minor functions previously performed by the State Government and the Franchise operators. Its ownership was then handed over to the two remaining major operators.

These functions include the Revenue Clearing House, the VicTrip website, the 131638 (131MET) telephone service and the Met Shop. It also includes a new Master Style Guide for timetables, maps and other customer information, to better tie these in with the graphic design style of the new signage.

It is also still a marketing entity, and it has recently released several TV ads. However, this is not an exclusive arrangement, as a separate set of TV ads were produced by Connex (featuring Sheena Easton and a trainload of passengers singing her 1981 hit "Nine to Five") during April and May 2004.

While they do not have a controlling interest, representatives of the Bus Association of Victoria and V/Line do have input into Metlink.

Victoria's regional bus and rail services will at some future date be brought under a similar entity, named Viclink. Presumably this will occur when V/Line is re-privatized following the completion of the Fast Rail project. For the time being, Viclink is a branch of Metlink.

External link

• Official website