SDMC to replace billboards with electronic screens

Conventional flex boards are nonbiodegradeble and disposing them proves to be a challenging task... So we have decided to move to electronic screens, which have a longer life. PREM SHANKAR JHA, remunerative and project cell, SDMC

NEW DELHI: The South Delhi Municipal Corporation plans to replace its conventional advertisement flex billboards with the electronic screens this year.

Officials said the step has been taken in order to promote green technology for advertisement in the city. On a pilot basis, screens will only be installed at around four or five busy stretches i ncluding Nelson Mandela Marg, BRT corridor and Nehru Place in coming months, officials said.

“Conventional flex boards are non-biodegradeble and disposing them proves to be a challenging task. They are already banned in states like Maharastra and Chhattisgarh. So we have decided to move to electronic screens, which have a longer life,” said Prem Shankar Jha from the remunerative and project cell of SDMC.

“We had earlier planned to install LCD displays but these are costlier, and earlier the high court had also raised objection over placing them at busy stretches as they can distract drivers,” said Jha.

Besides changing the mode of advertisement, civic body has also modified its advertisement policy to increase revenue collection and check illegal advertisements.

The civic agency has also signed a memorandum of understanding (MOU) with the Indira Gandhi International (IGI) Airport Authority for sharing revenue from outdoor advertisements at the airport.

“They will be sharing 25% of the revenue collected through outdoor advertisements with us. After this, our total annual advertisement revenue collection will be increased from ₹118 crore to ₹135 crore, the highest collection made by any municipality in country,” said Jha.

“However, no roof-top advertisement will be allowed. The amount collected will be used for completing projects related to sanitation and horticulture,” he said. The proposal has received approval from the standing committee on Wednesday.

Further, advertisers will be allowed to place billboards of bigger sizes now. “Rather than putting up billboards of standard size — 6mx3m — advertisers will be able to use area of 10mx5m,” said official.

“To check illegal advertisements, every week the assistant commissioner has been meeting staff to discuss the number of cases reported and action taken against defaulters,” said senior SDMC official.