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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...

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...

Let me creatively offer this suggestion to theater owners. apologize. i want you to say you are sorry for promising us commercials odd. get out of control but they did or ticket prices would stay stable but they did not. admit now what you would not admit then. you lied. we paid. you knew we would still come to see the flick. and that you all along never gave a flick. all right. have to repeat that and practice that a few times. i will see you one hour from now on fox business network. the latest on the subway bombings in moscow and the read from the former new york police commissioner on ways...

Creates traffic jams, wasted fuel, and pollution. but brian park, a researcher at the university of virginia, says we can do much better. >> 30% better. >> reporter: 30% better? you could improve traffic speed by 30%? >> if you believe in simulations and research shows that. >> reporter: the secret? the lights. park is combining detailed studies of traffic patterns, roadway obstructions and the actual behavior of real drivers in selected areas. >> some are conservative and some are aggressive. >> reporter: to create computer programs to constantly adjust the traffic lights. for rush hour densi...

That. >> reporter: the secret -- the lights. park is combining detailed studies of traffic patterns, roadway obstructions and the actual behavior of real drivers in selected areas. >> some are conservative, and some are aggressive. >> reporter: to create computer programs to constantly adjust the traffic lights. for rush hour density, special events and weather and much more. and he says, his model proves traffic stops and pollution can be pushed way down, fuel efficiency way up to save the nation's drivers 1 billion gallons of gas a year. this is something you believe could be applied on a br...