Outdoor is an industry and should be treated as such: Noomi Mehta

Speaking on the foundation session’Can OOH media aspire for industry status?’ at Kerala Talks OOH 2015, Noomi Mehta, President of Indian Outdoor Advertising Association (IOAA) stated that KAIA is the one thing that sets Kerala outdoor apart from any other outdoor industry. “KAIA is an organisation that has been built up from the grass-root level and a united body that is taking care of the needs of the industry, Mehta said.

While talking about the plans that would make outdoor advertising industry a unified body Mehta said, “A model set of regulations from the central government is necessary. Once there is regularised central codes for Indian outdoor industry then it could act as a reference point to all the state bodies. A comprehensive study done by IOAA found out that to build industry status we need to represent ourselves very strongly and firmly with the government authorities. If we failed to give representation as a unified body, aspiring industry status would be complicated.

According to Mehta, to become a regularised and unified body the OOH industry has to be more flexible and convenient. The industry should be much more transparent to their clients. A deliberate and planned effort to establish an industry status could build a good relationship with the authorities as well as clients.

Concluding the session Mehta added, “Central authorities would give priority to a national body more than a state body. We have to get together to become a truly advanced and unified force to strengthen the OOH industry in India and must push for the agenda that outdoor should be treated as an industry.