Patiala media owners keep off MC tenders for media rights in the city
By Bhawana Anand - September 27, 2019
It is learnt that media owners also preferred not to attend a meeting called by the Patiala municipal commissioner to discuss the media opportunity
Patiala’s Municipal Corporation is facing an immense challenge in inviting bids for its recent tender floated inviting bids for multiple media rights in the city. The tender was rolled out for installation of a fresh set of media units in the city but attracted no bids due to ‘exorbitant’ tender price of Rs 7.5 crore per annum as laid down by the corporation. The corporation floated similar tenders four times in the last five months, but generated no response from prospective bidders.
The corporation has now reduced the bid price to Rs 6.3 crore and the city commissioner had even called for a meeting with the local media owners to discuss the opportunity. However, it is learnt that no media owner participated in that scheduled meeting.
The city has some 85 unipoles which are having a rather low occupancy, so the media owners are less inclined to increase their inventory, that too at a high cost.
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Currently the municipal corporation earns revenues from advertising close to Rs 1.45 cr – Rs 2 cr annually and they are looking to increase this revenue source. The MC has added new media options like gantries, bus shelter media, LED screens, media on toilet blocks, etc.
Media owners in Amritsar and Jalandhar are also seen to be lukewarm to any tenders for media rights floated in the respective cities.
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