OOH has a role cut out in smart city development: Prem Shankar Jha

OOH plays a significant role in transforming the landscape of a city, stated Prem Shankar Jha, Deputy Commissioner, South Delhi Municipal Corporation in his presentation at OAC 2018 held in Mumbai. To demonstrate the difference that OOH can make to a city, Jha showcased some before and after images of South Delhi to underscore the positive impact of having a regulated outdoor advertising policy enforced.

He spoke about the Delhi Outdoor Advertising Policy which he reckoned is not revenue centric but city development oriented. For instance, to discourage visual cluttering and to enhance the city aesthetics, only a limited number of billboards are to be placed on the streets, and at a significant distance from the ROW of the roads.

He showcased the various OOH formats of the Delhi market that support public conveniences and add to the city’s aesthetics, such as, stainless-steel bus shelters, public toilets, Delhi Tourism information booths, cycle stands, under-flyover beautification, etc. He also spoke about the plan to introduce world class service-oriented street furniture, designer formats, digitalization of media, etc.

Jha explained that smart cities are the next big thing and the OOH industry could play a critical role in connect thee businesses to the common people, be it through digital advertising, transit media advertising or interactive billboards. All that is needed now is right polices at the government level and right attitude of the outdoor industry players towards building a Smart City.