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Smart Cities Conference stresses on informative & beautifying OOH

By Satarupa Chakraborty - April 25, 2016

IOAA proposes fair, transparent and feasible outdoor media practices in successful execution and operation of smart cities in India.

In the recently-held conference on "Smart Cities in India : Steering Urbanisation Growth” in New Delhi, Indian Outdoor Advertising Association (IOAA) proposes informative outdoor advertising in making of smart cities of India along with contributing substantial beautification to making these cities a success. Pankaj Jain, IAS, Former Secretary, Govt of India, having steered the Sulabh Complex facilities in Delhi and JnNURM projects amongst his accolades, explained the differences in concepts of "smart cities” in different parts of the world.

Taking his views forward, Indrajit Sen, Executive Director, IOAA, explained the need of logical need of well-managed outdoor advertising industry in smart cities of India. According to Sen, that should consist of logical quantity, quality upgradation and fair & transparent management of outdoor media. Citing Brazilian city Rio's example, Sen went on clarifying how the city transformed post-Olympic and outdoor played a major role in it. The elements that IOAA proposed in the conference were citizen comfort with sense of identity in the city, digital partner being an ideal partner in this forwardedness, real-time communication to educate as well as to inform. Dynamic display of socially relevant messages using digital network. IOAA also addressed issues like maintenance challenge, slippage of revenue, non-eco-friendly practices and governance issues by solutions like different game-plans for different sizes of the cities, simplified tax and revenue system, engagement of professional auditors etc.

On outrageous illegal practices Sen suggested mutually feasible and beneficial policies between trade and the administration. He wondered, "Are we to ban pocket in the fear of pick pockets?”

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