Noida Authority decision to remove traffic signal media ‘not clearly communicated’

It emerges that the Noida Authority’s decision to remove media displays above 112 traffic signals in the city has not been adequately communicated to the concerned industry players. Sanjay Adlakha, Owner, Noida Publicity Agency which has extensive media ownership in this market, told Media4Growth that “there hasn’t been any notification given to us by the authority. However, if this happens it will be a huge loss to the corporation as well. Under the tender, we handle the signal maintenance, pay for electricity and pay revenues to the authority so if they plan to remove the media they will also lose revenues. Also, If they breach the contract in between they will be obligated to pay the deprecation price of the tender”. While talking about the current state of OOH business in Noida, Sanjay said that dipping real industry prospects have hurt the OOH industry. However, on the issue of removal of media above traffic signals, he added that the Authority might consider creating some other avenues for OOH advertising.

So, would the advertising shift more to the malls now? On this, Ashish Raj, GM- Media Sales, Aspek Media explained, “There isn’t any correlation between traffic signal media and mall media because mall media is a premium property which has a different set of clientele and quality. We don’t see clients buying traffic signals coming into mall media, certainly because of higher prices”. Ashish shared that currently there is a 100% occupancy of mall media.