News Corp's OOH arm signs 1st deal in Bangalore; eyes stake in local firms

MUMBAI: News Corp-controlled News Outdoor Group (NOG)'s Indian arm News Outdoor India (NOI) has taken up a 10-year lease on bus shelters in Greater Bangalore.

According to sources in Bangalore's civic administration, NOI emerged as the front-runner for the tender floated by the local government.

However, finacial details for the decade-long contract are not available.

NOI is also poised to pick up sizeable stakes in three to four outdoor advertising companies in India in a "marriage of local expertise and global experience," advertising industry sources said.

The company, which has been in the process of getting its Indian act together from early 2006, is "close to finalising some deals in places like Karnataka (Bangalore) and Ahmedabad," the sources added.

As reported earlier by, the Rupert Murdoch-controlled News Outdoor Group made a formal entry into India early this year and had evinced interest in buying into out of home advertising assets, which were of high quality and standing in their local markets.

This is in line with the Russia-headquartered group's global strategy to grow its presence in the current countries of operation as well as in other emerging markets in Europe and worldwide.

The company offers high-quality advertising displays in prime locations through its operating subsidiaries like News Outdoor Bulgaria, News Outdoor Czech Republic, MMaximedia Israel, News Outdoor Poland, News Outdoor Romania, News Outdoor Russia, Kamera (Turkey) and News Outdoor Ukraine.

News Outdoor India (NOI) is headed by Sumantra Dutta and the company will look at following in its parent's steps that is active in billboards, street furniture and bus shelters, unique boards, airport transit advertising and in-store POS (shopping mall, supermarket) displays.

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