Outdoor ad-firms seek participation in policy framing

NEW DELHI: The outdoor media and advertising companies have sought to be taken on board in the policy making process for the Rs 1,200 crore industry, seeking a level playing field and greater stability in the business.

To push their cause effectively, leading companies like Selvel Advertising, Jagran Engage, Times Innovative Media, Clear Channel, Prakash Arts and Laqshya Media have joined hands to form the Indian Outdoor Advertising Association (IOAA).

"We have formed an association to tackle the national- level problems of the outdoor industry and to make sure that we are consulted whenever there is a need to frame any policy or guideline," IOAA Vice-Chairman and Jagran Engage COO Indrajit Sen told media.

He said the association has been taken positively by the Municipal Corporation of Greater Mumbai which has asked the IOAA to frame an alternate proposal for the policy on out door media to be finalised next month.

"We have also approached the authorities in Delhi to tell them that participation of IOAA while forming regulations like size and number of formats, locations of hoardings etc will help in the growth of the industry," he said.

According to PriceWaterhouseCoopers, the outdoor advertising industry is estimated at Rs 1,200 crore and is growing at 17 per cent per annum.

IOAA's immediate agenda will be to facilitate fixing of jurisdiction over outdoor advertising at various levels including local administration and state governments.

As the traditional media gets more cluttered, Out of Home (OOH) gains in importance as a critical medium to connect with the consumer and capture their attention with a shift in consumer lifestyles and suburban growth.