BMC’s new OOH policy: Media owners raise red flags
The BMC’s draft policy for Out-of-Home (OOH) advertising has rattled media owners. The OOH players say BMC should have consulted them and other stakeholders for formulating the policy, instead of relying solely on “experts”.
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The draft policy is believed to have been prepared in consultation with Ernst & Young, IIT Bombay and VJTI.
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“BMC officials had last month invited some media owners and made a presentation before them, sharing some key features of the upcoming policy. Details and fine prints were not shared. We have been asked to share our feedback once the draft policy goes public,” a media owner told e4m. The Indian Outdoor Advertisers Association (IOAA) has expressed its displeasure in this regard with the BMC in a letter. When asked about it, Praveen Vadhera, CEO of Indian Outdoor Advertisers Association, said, “Stakeholders should have been consulted in the making of this important policy. We have not been consulted.” BMC officials didn’t respond to calls and messages. The story will be updated as and when they reply. e4m on Wednesday reported how BMC’s OOH policy seeks to ban rooftop hoardings completely. Even glass facades throughout the city are likely to be advertisement-free. Instead, billboards will be permitted on building compound walls and fences. The norms concerning luminosity and operational timings for digital out-of-home (OOH) screens are also on the cards. Industry's objections Calling it a “knee-jerk” reaction following the Ghatkopar tragedy, the OOH players have alleged that the crucial proposals made in the draft are "unjustified and irrational", and will make the city look "ugly". They also believe the draft policy, if it gets its way, may impact their business further. “We are already reeling under pressure due to the useless crackdown against hoardings across many cities in Maharashtra. Besides, permissions for new hoardings are also on hold as of now.” The new policy has come as a double whammy for the sector, which was one of the most affected during the prolonged lockdown in Mumbai during the pandemic. OOH owners, in an interaction with e4m, shared objections raised against some proposals in the draft while seeking modifications. Here is the non-exhaustive list: On rooftop hoardings Hoardings on commercial buildings should be allowed, as is common in international cities. Commercial buildings can generate additional revenue by utilising terrace space for hoardings. On distance criteria The 70-meter distance criteria should not apply between hoardings on the ground and those on terraces, facades, or dead walls because the structure behind dead walls and facades are already present. Hence, putting hoardings/signs on them will not add to any new obstruction of the sky. The 70-meter distance requirement should only apply to ground-to-ground hoardings that are more than 100 square feet. It should also not apply to kiosks or MUIPs or boards on metro piers. On glass facades Permit advertising on glass facades. Previously, there was a circular permitting advertising on glass facades and this should continue. As our economy progresses, more glass buildings will be constructed, especially in the new digital world. Therefore, digital advertising on glass facades should be permitted without any restriction as they aesthetically beautify the city and make it look hi-tech. Walls with restroom openings should be considered as facades. On dead walls Advertising on dead walls should be permitted without distance criteria, as this is wasted space that can generate extra revenue for BMC/MCGM. Digital media on dead walls will enhance the city's aesthetics. Further the wall with rest room openings should also be considered in deadwall definitions as the percentage opening is meagre. On compound walls Advertising on compound walls should not be allowed as they would create too much clutter. Cladding of hoardings The new standard operating procedure (SOP) for structural stability has “ACP cladding” missing. It is used worldwide to aesthetically beautify the hoardings. We object to the removal of ACP cladding because it will make structures look unattractive, naked and limit aesthetic improvement concepts. Furthermore, engineers and media owners can make special openings in ACP claddings for periodic structure audits. So claddings should be allowed as they add beauty to otherwise iron structures. On L-shape hoardings L-shaped hoardings worldwide are an emerging phenomenon and they should be allowed like V-shape hoardings interchangeably. There should not be any differentiation made for the same.
Tags : Ghatkopar Crash Bmc Draft Ooh Policy Billboards Bmc Ooh Hoardings