Contracts & Investments

Mumbai media owners welcome BMC plan to open up DOOH avenues

The dynamic media could attract a greater number of advertising brands, but certain quarters of the industry would want to see how the regulations pan out before taking a call on the DOOH opportunity

Published

January 22, 2018

Bhawana Anand

Brihanmumbai Municipal Corporation’s (BMC) decision to press ahead with the plan to permit digital OOH media installations in the island city opens up new growth prospects for the OOH industry in the Maximum City. However, the growth prospects would entirely depend on how the industry leverages the DOOH media opportunities. Commenting on this development, Khalid, President of Mumbai Hoarding Owners’ Association (MHOA) told Media4Growth that “The BMC decision is a victory for Mumbai-based media owners as huge efforts have gone into making that happen. There are iconic destinations like Times Square and we also wish to have a similar iconic avenue that adds value to this glamorous city.”

However, he cautioned the industry against creating a clutter of DOOH media. “We should have to be aligned with the governing bylaws and thereby ensure that DOOH delivers the best outcomes. We will make sure that all our media owning members come together and leverage this opportunity in the best possible way”.

Yogesh Lakhani, CMD, Bright Outdoor Media, said: “This step of BMC adds a new dimension to outdoor media. Digital media will no doubt attract a greater number of advertising clients.”

Certain quarters of the industry are sceptical of the BMC. One Mumbai-based media owner said on condition of anonymity that BMC is yet to share the draft of the provision for DOOH in the city and that there is no clarity on the size, location and other terms and conditions pertaining to the medium. It was also pointed out that the issue of traffic safety hazard pertaining to digital formats has also not been adequately deliberated upon.