SDMC targets Rs 150-180cr ad tax revenues in 2018-19: Prem Shankar Jha

South Delhi Municipal Corporation (SDMC), having netted record ad tax revenues of Rs 135 crore on 2017-18, is now targeting to achieve Rs 150-180 crore ad tax revenues in fiscal 2018-19. In an exclusive discussion with Media4Growth, Prem Shankar Jha, Deputy Commissioner, SDMC, said that firm steps have been taken to root out unauthorised media in the zone, while new initiatives have been taken to create avenues for more revenues. SDMC has entered into an MoU with Delhi International Airport Ltd (DIAL) to increase SDMC’s share of revenues from ad displays on the airport road from 16% to 25%. This increase in share has led to additional earnings of Rs. 17-18 crore annually.

“We have framed additional points for the airport road in the recently released policy which allows various unique factors to boost the advertising, such as, big size sites, digital boards, ground level hoardings, product display platform and etc. This policy was framed keeping in mind that IGI airport sees the movement of foreign tourists, diplomats and international delegates. We need to provide them a rich and spectacular experience,” said Prem Shankar Jha. The route to IGI through Mahipalpur till the CISF security check point - a stretch of about 4 km - comes under the jurisdiction of the South Delhi Municipal Corporation (SDMC).

Along with this, the next big thing on the authority’s chart is to increase revenues from LED screens. SDMC is working on the LED screen project which will replace the static media in their zone. The market areas will have LED screen with video content whereas those on roads will have static content display. Sharing his plan, Jha said, “Our aim is to curb the harmful effect of PVC on the environment by converting static sites into LED screens which will be green advertising. In the initial stage, there will be few sites converted into LED screens to gauge the response according to which rest of the sites will get converted into digital”.

Advertisement tender allotment on several public utilities such as smart toilets will be completed soon, he said.