OOH clutter must be redirected to beautify the city landscapes

In the recently held East Talks OOH conference in Kolkata, a panel discussion highlighted the issue of “On whose shoulder rests the responsibility to cut clutter on the OOH landscape? The panellists included Sunit Jain, MD, Outreach, Satinder Roy, MD, Sampark Advertising, SK Chaudhary, MD, Century Business, Prashant Luthra, MD, Brite Neon Signs, and the session was moderated by Rajiv Raghunath, Consulting Editor, VJ Media Works.

The panel talked about the visual clutter which is an essential problem created by out-of-home industry and the solution for it.
 
Satinder mentioned that outdoor media owners don’t look at it as clutter but the demand which may has been creating this problem. “It can be dealt with the help of the respective city authorities and the landscape can be beautified keeping the aesthetics in mind,” he added.
 
Prashant also stressed on the fact that what might be clutter for others is business for the industry.
 
Thus, agreeing on the issues raised by the other panellists, Sunit also mentioned that if people are complaining about the visual pollution then we need to arrive at an alternative way to meet that demand. He suggests that the way ahead is to increase inventories in the untapped market, but also there lies a challenge because in OOH one has to work within a fixed number of inventory.    
 
S.K. Chaudhary explained that landmark media must developed with proper planning as there is nothing left for the media owners when it comes to long term opportunities in outdoor business.