The draft policy proposes 10% hike in licence fee annually, blacklisting of advertisers for non-payment of fee; insurance up to Rs 1 crore, stringent norms for banners and posters as well
IOAA is currently consulting its members for their remarks, which will then be forwarded to the ministry for the policymakers’ consideration by the first week of April 2021
The move will enable media owners and clients to play a small part in popularising various public service initiatives, said a city-based OOH player
The DMRC has seen a growth of 150% since the resumption of metro services; however, advertisers' confidence in the medium has seemingly still not gained momentum
In Feb 2020, the city’s municipal administration had called for the removal of rooftop formats that are 60 feet above ground level, an order which OOH players say will cause revenue loss of Rs 200 cr
e4m has learnt that IOAA is on the verge of filing a complaint with the Economic Offences Wing
Last week, Hyderabad OOH Owners also organized a peaceful protest against the order since it will take away most media sites from OOH owners in the GHMC vicinity
Some OOH owners shared that they are now appealing for an extension of the waiver till August 2020
The corporation has also passed a verdict that states there will be no composition charge levied on Mumbai OOH owners until January 2021
OOH industry experts weigh in on the recent rebate and extension granted by MSRDC to all advertising contracts for the lockdown period
Some OOH owners in the city say the order may result in losses of 60-70% in the short term while others welcome the move
In the current COVID economic scenario, brands will be able to leverage the unified measurement system in the OOH ecosystem to a large extent, point out experts
The fee has to be submitted ‘Under Protest’ clause, which will allow the OOH owners to reclaim the payment with interest if the court rules in their favour later
Yogesh Lakhani, CMD, Bright Outdoor Media Pvt.Ltd, says brands in real estate, entertainment and FMCG sectors are likely to invest in the sector
Sources in the industry say government is likely to make a statement on the matter soon
If the verdict favours the out-of-home players, only the ones who have appealed for the waiver will get an exemption from May licence fee