By Dave Millhouser

Who but a bus salesman would use the word "only" and "$6,000" in the same sentence?

Thirty years ago, the least expensive option on a new coach was the entertainment system. $50 bought you a Mobilpage PA, and another $25 got a remote microphone jack.

In modern coaches, the most expensive option you buy can be the entertainment system. Starting at $6,000, they can now range north of $100,000 per system. The evolution of entertainment systems is remarkably like that of, well, the coach lavatory.

A costly option in the 1950s, lavatories quickly became common, until the public perceived them to be standard on over-the-road buses. Folks became reluctant to ride a bus that was not lavatory equipped. In addition to the initial cost, they were expensive and tricky to maintain (sound familiar?).

The advent of video systems in the 1980s offered our industry the opportunity to charge extra for what was, after all, a real benefit. Sadly, that opportunity came soon after deregulation, and a competitive atmosphere prevented most carriers from charging for the service.

We allowed charter customers to assume that a video system was as much a part of the coach as the engine, and today these expensive systems are on virtually every private-sector coach manufactured.

Thats "water under the dam," in the words of a bus philosopher.

Years ago, if you wanted a PA system or radio, it was Mobilpage. Now, several different brands are on the market, with some coach builders offering more than one.

Without naming names, it might be worthwhile to point out a few things that might help when choosing a system.

Theres a huge difference between household and automotive entertainment systems. Coaches run for hours, in extremes of temperature and vibration, with the occasional voltage spike that can juice things up (pun intended). Its fun to pick on the guys who make these systems, but the task is daunting.

The system is assembled, not by its manufacturer, but rather by the coach builder. Mating sophisticated electronics to a complex vehicle electrical system offers tons of possibilities for mischief. Once installed, its both operated and maintained by employees who dont think of it as high priority.

Manufacturers have to build a system that works but at a price coach operators can afford. Sure, airline systems are better but they can cost four times as much per monitor. Try to understand how difficult that task is, while you pull your hair out sorting out problems.

To control costs, several popular systems use a variety of components purchased from specialty suppliers, and modify them for coach use. Those components may change, even if you have two identical models because their suppliers improve, alter or falter.

Sounds weird but it happens in brand-name laptop computers all the time. Identical models have different hard drives and other components.

You want a system built by someone who tracks such things and provides good (if not identical) parts.

Warranty and service are critical. Some coach builders support them directly through their own service networks. Others direct you to the systems manufacturer. This is the most expensive option on your new coach, so ask who will provide information, warranty and parts.

Youre going to want a system built by someone whos been around for a while, and more important, will be there as long as you own the coach. Manufacturers have come and gone, so its risky to go with an unknown.

In addition to acquisition cost, the entertainment system may be one of your most significant maintenance costs. Somehow, even though its not related to either safety or reliability, passengers cant seem to survive even a single faulty monitor.

If you stick with a quality brand, its easier to stock parts, and more important, train your people. A huge percentage of parts returned in warranty claims have turned out to be good. Inexperienced technicians made bad assumptions. Youre in the arena where the coach builder and system manufacturer each think the other messed up. The more your people know, the better they can referee.

A certain cherubic ex-bus salesman had to re-learn how to work the entertainment system every time he plopped into a demo bus. Surely your drivers can do better than him (me). Do you really want them (or me) learning this thing as they drive?

There are some good aftermarket systems available for updating existing coaches. There may even be a few bad ones. Similar concerns exist for these systems -- with an added caveat. Theres a real possibility of excitement when an untrained hand cuts into a modern multiplexed electrical system. Take care in both the equipment and the installation.

Otherwise you could be faced with the specter of, every time you change DVDs, having your toilet flush.

Dave Millhouser is a bus industry marketing consultant and freelance writer. Contact him at: dave_millhouser@hotmail.com.