Consistent, business-friendly ad norms pivotal to OOH growth & sustainability: Gujarat media owners

Gujarat Talks OOH Conference drew together industry experts to dissect the theme of "Future Proofing OOH media owning business - Key Factors." on April 13. The panel discussion on the theme, moderated by Rajiv Raghunath, Managing Editor of Media4Growth, had as speakers Atul Mehta, Director, Chitra OOH, Kaushik Shah, Chairman and Founder, Kaushik Outdoors, and Asit Shah, Co-Founder, Yellow Spot who engaged in a rich tapestry of discussions, each adding their unique perspective to the discourse.

Mid-way through the discussion, Nagrajan N Naidu, Head of the Department of Estate Non-Tax Revenue, Ahmedabad Municipal Corporation (AMC) also joined the panel. 

At the outset, Atul Mehta spoke about the challenges faced by media owners in navigating the regulatory landscape. He eloquently highlighted the industry's perpetual struggle with the changing policies governing hoardings and billboards, thereby emphasising the paramount importance of collaborative engagement with regulatory bodies to ensure sustainable growth and development. Drawing from his wealth of experience, Atul painted a vivid picture of the complexities and nuances involved in running an OOH media business in Gujarat, shedding light on the intricate web of regulations and policies that often pose hurdles to industry players.

Responding to questions posed by Rajiv Raghunath about the current regulatory environment and ease of doing business, Atul articulated his vision for a more conducive operating environment, where regulatory stability and clarity reign supreme. He underscored the industry's resilience in the face of tough conditions, highlighting ongoing efforts to engage proactively with regulatory authorities to streamline processes and address challenges in a constructive manner. Atul's impassioned plea for a harmonious collaboration between industry stakeholders and government bodies resonated deeply with the audience, sparking nods of agreement and murmurs of approval.

Asit Shah, echoed Atul's sentiments, urging for a balanced and equitable approach to regulations. Drawing parallels between the regulatory landscape in Gujarat and other cities, Asit emphasised the need for a fair and transparent regulatory framework that fosters innovation and growth while safeguarding the interests of all stakeholders. He called for greater dialogue and cooperation between industry players, government agencies, and regulatory bodies to address systemic challenges and pave the way for a more vibrant and sustainable OOH media ecosystem.

During the discussion, Rajiv directed poignant questions about the demand-supply dynamics within the industry to which Kaushik expressed concerns about the persistent imbalance between demand for advertising space and its availability. He challenged conventional wisdom and called for a re-evaluation of existing paradigms. His thought-provoking insights sparked spirited debates on the need for strategic interventions to bridge the gap between supply and demand, ensuring optimal utilisation of resources and maximising returns for industry players.

Naidu's presence added gravitas to the discussion, as he provided invaluable perspective from the government's standpoint. With a deep understanding of the intricacies of policy-making and governance, Naidu shed light on the government's efforts to leverage OOH advertising for revenue generation while ensuring the provision of essential civic amenities. His elucidation of the government's priorities and objectives provided valuable context for the audience, fostering a deeper appreciation of the challenges and opportunities inherent in the OOH media landscape.

Naidu's insights resonated with the audience, prompting further questions and discussions on the role of government in shaping the regulatory landscape. Attendees and panellists alike engaged in lively exchanges, sharing experiences, and exploring potential solutions to industry challenges. The dialogue continued unabated, fuelled by a shared commitment to driving positive change and fostering innovation in the OOH media sector. 

As the conference drew to a close, the echoes of shared aspirations lingered, leaving attendees with a renewed sense of purpose. In the ever-evolving landscape of OOH media, collaboration and dialogue emerge as the cornerstones of progress, paving the way for a brighter future for all stakeholders involved.