Need to step up search for alternative materials, say Kerala media owners

The all-party consensus in Kerala on imposing a ban on the use of PVC flex for advertising in the state has queered the pitch for the OOH industry, but local media owners assert that there is no reason to panic on the matter. The Kerala Advertising Industries Association (KAIA) is looking at the options to deal with the likely ban on PVC flex and is apparently not inclined to seek any relief stay on the issue from the court.

Jayachandran K, Chairman and Managing Director, Jaycee Ads, told Media4Growth that the government will give adequate time for the industry to find an alternative path and also consider the issue of livelihood of people at stake when the ban on the use of PVC flex for advertising purposes comes into effect.

Dany Antony, Managing Director of Zero Degree, told Media4Growth that at some stage the ban on PVC flex would have come about and so there is no reason for the industry to forestall it. Instead, the media owners are looking at different materials that may be a substitute to PVC flex for advertising purposes. Some of those options are available in the overseas markets.

Jayachandran added: “The alternative material has to be of requisite size and quality. We are expecting some new material to come into our market at this stage. The ban will therefore also provide a new business opportunity”.

He suggested that the ban should initially be imposed on the smaller formats as alternative materials for them are available in the market. “That will make 20%-30% of outdoor advertising eco-friendly. Once, alternative material for large formats are available in the market, the ban could be extended to cover the hoardings as well.”.