MHOA approaches MCGM for fee waiver, relief package
By M4G Bureau - May 10, 2021
MHOA seeks a 6-month waiver of license fee, 50% reduction in license fee for a period of 12 months, and a stimulus package.
The unrelenting second wave of Covid19 pandemic and enforcement of state- or city-wide lockdowns have put paid to the OOH industry’s efforts to push the business back on the rails after withstanding the impact of the first wave. OOH media operators in Mumbai have been virtually pushed to the edge by the raging pandemic and restrictions imposed on people movement, especially in the city of Mumbai. Against this backdrop, the Mumbai Hoarding Owners Association (MHOA) has once again approached the Municipal Corporation of Greater Mumbai (MCGM) requesting for waiver of license fee and a stimulus package for the business. This is the second time that MHOA has reached out to MCGM with a license waiver plea.
MHOA in its representation to the civic body seeks a 6-month waiver of license fee and 50% reduction in license fee for a period of 12 months. They have also asked for a stimulus package/relief from MCGM for the outdoor advertising industry that is in the doldrums now.
MHOA has cited that the state government decision to impose Section 144 in Mumbai from April 5, 2021 has had a debilitating impact on the outdoor advertising business in the city, with many ongoing and upcoming ad campaigns getting cancelled.
Stating that OOH operators have made notable contribution to public communications in the city, MHOA stated in its plea that the media owners have provided outdoor sites for the “Mee Jawabdar” campaign and display of Helpline Numbers.
MCGM is yet to respond to the MHOA plea.
It may be recounted that in 2020, the city’s outdoor media operators were granted a license fee waiver from the onset of national lockdown to July 2020 with a provision of no composition fees to be levied until January 2021 and the increment in license fees was reduced from 10% to 5% for the following year.