Live Elevator Music?

The new president of an elevator company wants to change the way you ride. Yes, they already have video screens, but Pedro Baranda, the new president of Otis Elevators, envisions a whole lot more to inform and even entertain.

He says elevators should do more to provide news, data, focused advertisements and even video conferencing in the rare case of a trapped passenger.

The company is the world’s dominant elevator manufacturer and is building and selling elevators that are energy efficient and take up less space.