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Achieve cost savings, generate revenue and to help achieve safety. these digital plates are not unlike the vanity plates that have been very popular, not just in our state, but throughout this country. and, indeed, in california, there's a whale plate, for example, that's generated $3.8 million from about 125,000 motorists. so we think the potential is there. and this technology would permit a variety of preapproved ads or messages to be displayed only when the vehicle comes to a stop. >> senator, i have lived in california for ten years. i know the traffic out there. the traffic patterns. and...

With a budget swollen to over $19 billion, the eplate idea merits consideration. >> these digital plates are not unlike the vanity plates that have been very popular, not just in our state but throughout this country, and, indeed, in california, there's a whale plate, for example, that's generating $3.8 million from about 125,000 motorives, so we think the potential is there and this technology would permit a variety of preapproved ads or messages to be displayed only when the vehicle comes to a stop. >> well, if approved, california would be the first state in the nation to embrace the e-plat...

Cost savings, generate revenue, and to help achieve safety. these -- these digital plates are not unlike the vanity plates that have been popular, not just in our state but throughout this country. and indeed, in california, there's a whale plate for example. that's generated $3.8 million from about 125,000 motorist. we think the potential is there. this technology would permit a variety of preapproved ads or messages to be displayed only when the vehicles which to a stop. >> senator, i have lived in california for ten years. i know the traffic out there, the traffic patterns, and just how peo...