Cuttack Municipal Corporation to introduce stringent ad norms, plans new tenders for media

Cuttack Municipal Corporation (CMC) is now on a war-footing to strongly regulate OOH advertising in the city, such that it yields greater revenues to the civic body, contributes to the beautification of the city and enhances the convenience of pedestrians. Bikash Ranjan Behera, Chairman of CMC's Standing Committee on License told Media4Growth that while concentrated efforts are being taken to root out unauthorised media seen on the city landscape, CMC is introducing stringent advertising norms and new tenders for media are also on the anvil. “The entire task has been taken up by the corporation with a vision to beautify the city by removing illegal sites, create a better environment for commuters while ensuring there are no obstacles on the roads,” he said.

CMC is conducting a survey to obtain the current status of legal and illegal sites being used in the city. After that a special drive will be initiated whereby illegal sites as well as sites creating obstacles on pedestrian movement or causing accidents on roads will be removed.

 “We will be introducing proper advertising guidelines like those suggested by NHAI. We are planning to remove sites from private buildings that are seen as posing danger to passersby. The owners of those sites will be called upon to submit safety certificates. Moreover, we will appoint a few engineers to ensure that only sites that meet the structural standards are permitted for advertising,” he added.

The media owners will be getting confirmed licenses in this regard and the authority is planning to release new tenders in the coming month to increase its revenue. “From 2014 till 2016, our ad tax revenues have gone up from Rs 34 lakh to Rs 2 crore and now this year we are aiming to increase it to Rs 3 crore,” said Behera.

The corporation is also looking at the option of installing GPS devices to check mushrooming of illegal sites.