‘We must wel­come credit poli­cies’

Outdoor Asia - - Media Owner's Take -

Reg­u­lat­ing the in­dus­try

Ac­cept­ing reg­u­la­tions and in­tro­duc­ing self reg­u­la­tions in OOH In­dus­try is highly needed at this point of time. How­ever, In­dia be­ing a large demo­cratic coun­try and not hav­ing a com­mon pol­icy, the im­ple­men­ta­tion may be de­layed. More de­lay in im­ple­ment­ing the reg­u­la­tions or in­tro­duc­ing self reg­u­la­tions will cre­ate disas­ter and kill the OOH busi­ness. Hence the In­dus­try lead­ers with the sup­port of National level/state level ad­ver­tis­ing bod­ies should im­ple­ment first and also en­sure that re­main­ing me­dia own­ers in the coun­try fol­low the same at the ear­li­est.. Reg­u­la­tion shouldn’t lead to elim­i­na­tion. It should en­sure the pro­tec­tion of small, medium and large play­ers in the in­dus­try and al­low them to ex­ist in the busi­ness.

Dig­i­tal OOH

Dig­i­tal OOH will sure take off in Metro/Mini Metro soon af­ter the im­ple­men­ta­tion of reg­u­la­tion.

Credit is­sues - So­lu­tion

This is very dif­fi­cult to an­swer as the coun­try it­self is in­volved in huge debts. Giv­ing spe­cific credit pe­riod is a must in the In­dus­try. How­ever to en­sure that the bot­tom lines are safe, ex­tended credit pe­ri­ods should be con­sid­ered. Me­dia own­ers should wel­come clear cut credit poli­cies and pay­ment terms de­cided by National level bod­ies for their own in­ter­est.

Mea­sur­ing the medium

Yes, it’s pos­si­ble to mea­sure. In­ci­den­tally, a few or­ga­ni­za­tions/firms are sug­gest­ing proven meth­ods used in de­vel­oped coun­tries in OOH busi­ness. Some of them are also of­fer­ing cus­tom­ized soft­ware which helps as a tool to mea­sure. Ev­ery medium other than OOH is mea­sured, hence ad­ver­tis­ers are spend­ing heav­ily on other medi­ums. Due to lack of mea­sur­a­bil­ity and ac­count­abil­ity in OOH, it’s loos­ing heav­ily to Ra­dio and On-line me­dia. It’s ev­i­dent from the present size of OOH mar­ket which is de­clin­ing in terms of per­cent­age in the over­all ad spend in the coun­try.

H.V Suren­dranath COO, Prakash Arts

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