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Two very different men, from opposite ends of North America, experienced a cartoon-like, light-bulb-over-the-head moment while riding in elevators.
The two businessmen noticed that people treat strangers in these vertical cab rides like open-sored lepers.
From this simple sociological observation came the birth of elevator television. It is the latest technological phenomenon to sweep across the nation. Boston-based Captivate Network Inc., San Diego-based Televator and New York-based Elevator News Network (ENN) (which was founded in Toronto) are in a threecompany dash to put flat-screen TVs into the elevators of high-rise office buildings and hotels across the United States.
These televisions offer blurbs on headline news, stock reports, sports scores and other pertinent information. The three companies, coincidentally, are flocking to Atlanta to outfit high-rises throughout the region.
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Mike DiFranza, co-founder of Captivate, said that while leaning in the back of the elevator one day, he was "watching the body language of the other people. I noticed people...