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‘OOH ad revenues increasing y-o-y’

By Shradha Mishra - December 31, 2018

While the outdoor industry plays an important role in city development, every media owner must strictly adhere to safety and regulatory norms, says Dilip Gawade, Joint commissioner, Pimpri Chinchwad Municipal Corporation (PCMC)

Dilip Gawade, Joint commissioner, Pimpri Chinchwad Municipal Corporation (PCMC)What role do you see for outdoor advertising in the city development programmes and initiatives, including development of civic amenities?
Outdoor advertising is one of the important segments of the city. The lump-sum revenue generated from this industry contributes to the city development as well as development of civic amenities.

Are the revenue accruals from outdoor advertising increasing? How important is this revenue source for PCMC?
Yes, revenue accruals from advertising are increasing year on year in PCMC due to the increasing number of outdoor players with every passing year and their involvement with the corporation. We are publishing a tender for kiosks in Pimpri Chinchwad to raise our revenues – this is in process. As I mentioned earlier, revenue generated from the outdoor industry play an important role in the city development.

With digital OOH media gaining ground in different markets, are you planning to promote the use of digital OOH media in the PCMC area and what policy intervention would you make for the same?
Yes, we are in favour of promoting digital OOH, provided they are in conformity with all the conditions pertaining to general permission criteria, locational criteria, sizing criteria and content criteria. The commissioner, PCMC, is the final authority to grant such permission after taking due consideration of the criteria. Any new or innovative media permission will be granted within six months from the date of application, after proper study and consultation.

Recently there were safety concerns raised over the use of roadside media after a particular accident. How are you going about reinforcing the safety standards?
As part of the safety measures, we are not granting any permission for hoardings or electric display without cross-checking their documentation. A structural stability certificate from an authorised structural engineer is required. This will also be implied during the time of renewal of hoardings. Also, structure audit is being done on a regular basis. A proper precaution will be taken by us during removal of the structures.

What message would you like to give to the media owners on outdoor media installations and management?
Every media owner should regularise hoardings as per our new policy and pay taxes on time to avoid demolition actions from MC. Do not violate the rules and regulations by installing hoardings without PCMC permission.

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