Media owning firms in UP need to push up rates: Day Night Media
By Rajiv Raghunath - March 09, 2015
Sheikh Faizan, Marketing Head, Day Night Media says that media owning firms in the UP markets are now cognizant of the urgent need to consolidate the rates offered to their direct clientele as well as to national OOH agencies
OOH media owning firms in the UP markets
have been battling with a margin squeeze owing to falling rates for media.
While this is the result of a fairly fragmented OOH industry structure in the
region, OOH firms like Kanpur-based Day Night Media Pvt Ltd are preparing to
shore up the rates to buoy their business prospects in the financial year
ahead.
Sheikh Faizan, Marketing Head, Day Night Media told Outdoor
Asia that media owning firms in the UP markets are now cognizant of the urgent
need to consolidate the rates offered to their direct clientele as well as to national
OOH agencies. Lower rates have hurt the profitability of OOH media owning
business, he stated, adding that the industry is already saddled with
increasing tax burden imposed by the state government and local bodies. Faizan said the Service Tax has placed additional burden on OOH business.
Faizan asserted that the
media owning firms in the state need to take concerted actions to deal with the
issue of falling rates. "If we are united for this cause, the rates will go
up,†he said.
Faizan said the joint
efforts should also extend to influencing the state government and local bodies
to introduce more industry-friendly outdoor policies and regulations. They
contended that the OOH agencies should take a more partnering approach toward
media owning firms and appreciate the ground realities. "After all, media
owning firms are the ones that tackle all ground level challenges to facilitate
outdoor advertising,†said Faizan.