"We are looking at a minimum of 10-15% share of total OOH revenue pie"
By M4G Bureau - November 23, 2016
With over 8 billion passenger movement every year, Indian Railways covers the same size of TG in 3 days flat what a metro airport can connect with in a year. Ranjan Thakur, Executive Director, Non-fare Revenue, Ministry of Railways, speaks on new railway media initiatives.
Ranjan Thakur states that Indian Railways is directing special focus on qualitative advertising at stations, and on trains and lands adjacent to major stations. “We will develop our customer interface assets in every manner possible and partner with agencies for co-branding to earn advertising revenues. We are in the process of evolving modern tools to determine the potential in 20 stations in the next three months. In all, we have started to increase the advertising revenue by more than four times of our current revenue.” As regards digital OOH, he says that all covered assets in Railways including stations, circulating concourse, platforms and foot-over bridges will move towards the DOOH model. “The moment we will finish converting them into digital, we will remove all static media. The digital network will run audio-visual ads as well as railway information on a sharing basis.”
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