‘Need uni­form laws to solve credit is­sues’

Outdoor Asia - - Media Owner's Take - Neeta Gulati Di­rec­tor Alakh Ad­ver­tis­ing

OOH Clut­ter – The so­lu­tion

Mu­nic­i­pal au­thor­ity needs to take the ac­tion. They should iden­tify il­le­gal me­dia and le­gal­ize it. And they should le­gal­ize only that me­dia which is ten­dered, sit­u­ated at proper lo­ca­tion and aes­thet­i­cally or­ga­nized and which can add value to the city and in­dus­try.

Reg­u­la­tion of the in­dus­try

I guess to make it reg­u­lated we should take down the poli­cies, rules and reg­u­la­tions like it hap­pened in Delhi. There should be a set of guide­lines which should be ap­pli­ca­ble to all to achieve co­he­sive­ness in the in­dus­try.

Dig­i­tal OOH

It will gear up in fu­ture. It is good for the in­dus­try, if we have the new tech­nolo­gies com­ing in the in­dus­try.

Credit is­sues – The so­lu­tion

I think the step need to be taken from IOAA. They should come up with uni­form laws which can solve this prob­lem.

Mea­sur­ing the medium

I think if we try, then we can at­tain mea­sure­ment, but it still needs lot of ef­forts from the in­dus­try. But un­for­tu­nately peo­ple are not both­ered about mea­sure­ment. They have to see the ad­van­tages and fruit­ful­ness of the mea­sure­ment tool.

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