Transport for London (TfL) (contracted through its wholy owned subsidiary Docklands Light Railway Limited) with the support of the London Development Agency (LDA) have been developing a proposal to run a cable car across the Thames between North Greenwich and Royal Victoria in east London. The vision is for the cable car to be a new iconic structure for London which provides both a viable public transport option for users and supports regeneration of the surrounding areas. The scheme is supported by the Mayor of London and aligns with his wider transport strategy for river crossings in east London.