IOAA working closely with MESC to initiate OOH skill development programmes
By M4G Bureau - June 12, 2018
After several rounds of discussion with the representatives of MESC, IOAA has come out with a three-stage implementation of skill based training for the OOH Industry
Indian Outdoor Advertising Association (IOAA) has initiated skill development programmes for the Indian outdoor advertising industry in line with the Government of India’s flagship Skill India Mission. The aim of skill development training is to bridge the gap between demand and supply of skilled manpower, resulting in enhanced employment opportunities economic growth and individual prosperity.
Keeping in view the fact that currently the outdoor advertising industry has no organised training / certification programmes in place for white and blue collared employees, IOAA has initiated the steps to conduct certificate programmes for the industry in association with the Media & Entertainment Skill Council (MESC).
IOAA has signed an MOU with MESC which operates as an SSC under the National Skill Development Corporation (NSDC) on October 27, 2017. As per the MOU, IOAA has been designated as the training and knowledge partner of MESC. IOAA by virtue of its mandate to impart formal skill based training to the outdoor industry has been assigned the following:
• Primary validation of QPs related to the outdoor media
• Add new Industry specific QPs and job roles as applicable
• Preparation of syllabus as per need of OOH Industry
• Provide trainers / master trainers for the Train the Trainer (TTT) programme
• Connect with media owners to facilitate placements of trainees who undergo certification training provided by IOAA/MESC
• Act as a Project Implementation Agency (PIA) for MESC.
After several rounds of discussion with the representatives of MESC, IOAA has come out with a three-stage implementation of skill based training for the OOH Industry. IOAA has also approached various media owners in an effort to ratify syllabi as well as to source training centres and training partners. The response has so far been promising. The stages are as under:
• Stage 1: Preparation of syllabus for a six-month Certification Course in OOH for fresh graduates drawn from various corners of the country. For the purpose colleges / ITIs/Universities /NGOs and corporates are being approached. Survey has been carried out by interviewing media owners in Mumbai, Pune and Delhi to ascertain the viability of the proposal. The response has been positive especially regarding placements of fresh graduates.
• Stage 2: After one year in the system, graduates will undergo RPL programmes as refresher training in their area of expertise. Simultaneously RPL programmes will be conducted for experienced blue and white collared workers drawn from outdoor media companies and outsourced entities operating in the outdoor industry.
• Stage 3: Review and Upgradation of training syllabi based on feedback from the environment. This will be done by a team comprising outdoor media owners agencies and the IOAA secretariat.
So far the syllabus for the six-month certification course on OOH as well as relevant qualification packs have been forwarded to MESC for vetting and approval. Once approved, it is envisaged that the initiative will be launched in the current month or July 2018. Currently, MESC is in the process of launching the first RPL for Outdoor Media wherein Times OOH has announced its participation in strength. It is envisaged that the launch would take place within the next couple of weeks.
This initiative is a compelling opportunity for all media owners to formally certify their employees in various skills related to outdoor media and to bring in a largely unorganized sector to get formally educated and skilled.