Are we ready to talk...?

Outdoor Asia - - Editor's Note - N Jay­alak­shmi

As you read this, the big event OAC-2013 is pos­si­bly al­ready un­der­way. If you are read­ing this, it also means that you are aware of what OAC is and what it means to the in­dus­try - a plat­form for pro­fes­sion­als en­gaged with the out­door medium to come to­gether, net­work and chalk out the way ahead.

You are also aware of the OA Awards, a high­light of the event which, as we keep telling you, makes one ‘ridicu­lously com­pet­i­tive’. The idea is to fa­cil­i­tate healthy com­pet­i­tive­ness that can re­sult in bet­ter stan­dards of creative ex­cel­lence in the medium and in­dus­try eco sys­tem. Mean­while for us at VJ Me­dia Works it’s time to once again steer a course of events that will hope­fully re­sult in some pos­i­tive changes—to catch the bull by its horn and rein it in on the right path, so to say. The bull here be­ing all those is­sues that have been bog­ging this in­dus­try down. In fact, as you read this is­sue, some of th­ese is­sues are ex­actly what some in­dus­try stake­hold­ers have spo­ken out loud against. Th­ese stake­hold­ers in­clude brands who use this medium, the me­dia own­ers and the spe­cial­ist agen­cies. To each of them we posed some spe­cific ques­tions re­lated to the in­dus­try and each of them has ar­tic­u­lated their per­spec­tives. Cer­tain key ob­ser­va­tions emerge, some of which are of course ob­vi­ous: a) There needs to be bet­ter self dis­ci­pline in the in­dus­try, quite ob­vi­ously be­cause, to solve any is­sue -- whether clut­ter, the preva­lence of il­le­gal me­dia, the slow pace of dig­i­tal growth or the in­ad­e­quate bud­get­ing for OOH by brands – the onus is on the in­dus­try to self reg­u­late. Af­ter all, laws are mean­ing­ful, only to the ex­tent they are fol­lowed and mon­i­tored. b) There needs to be bet­ter col­lab­o­ra­tion be­tween spe­cial­ist agen­cies and me­dia own­ers c) Spe­cial­ist agen­cies can per­haps join a body like the IOAA – this among other things can take care of is­sues such as pay­ment delays. d) It’s upto to the brands to steer the agen­cies to­wards OOH e) Spe­cial­ist agen­cies for their part need to equip them­selves with bet­ter aware­ness on the medium and ar­rive at a suit­able creative plan f) Dig­i­tal growth will need many fac­tors to work favourably – friend­lier reg­u­la­tions and sup­port from the Au­thor­ity side, clearer ROI model and cus­tom­ized con­tent and cre­ativ­ity, among oth­ers. We are hop­ing that hav­ing read through th­ese var­ied per­spec­tives from the stake­hold­ers, you will lever­age the OAC plat­form to dis­cuss and de­bate on all th­ese is­sues. So, are we ready to talk?

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.