Indiantelevision.com Team

(2 July 2010 5:45 pm)

MUMBAI: Big Street, the OOH arm of Reliance Broadcast Network, has bagged the Delhi Tourism and Transportation Corporation's (DTTDC) Street Furniture Makeover project along with the mandate for high end digital pods across 25 Delhi Metro Rail Corporation's underground stations.

The DTTDC project is for a period of 22 years on a BOT (build operate and transfer) model. The inventories will cover 19 kilometers of high advertising demand locations covering the ITO Bridge, Nizamuddin Bridge, road from Akshar Dham to ITO Chungi and the inner roads of Yamuna Sports Complex. The work is expected to be completed before the Common Wealth Games (CWG) and to ensure international standards for the infrastructural facelift, BIG Street has tied up with Honkong street furniture specialist firm, Qumbet.

Stations where BIG Street will place their digital pods will include Delhi University, Rajiv Chowk, Barakhamba, Khan Market, JLN Stadium, Udyog Bhawan, Race Course, Jor Bagh, AIIMS, Green Park, Hauz Khas, Malviya Nagar, Saket, GTB Nagar, Vidhan Sabha, Civil Lines, Kashmere Gate, Chandini Chowk, Chawri Bazaar, New Delhi, Patel Chowk, Central Sec, Model Town and Jang Pura for a period of eight years. Footfalls across these high traffic lines are estimated to be upwards of 1 million each day. This innovation will be executed along with VMG Global, a UK based expert in digital media solutions.

The digital pods across DMRC's premium underground stations will offer commuter's key information ranging DMRC's services, ticket rates, station facility information, updates on the CWG and more. These Pod's will be the future for indoor advertising in India, ranging malls, multiplexes, airports, metro stations and other key locations as it offers innovative advertising opportunities on its LCD panels.

The digital pods will consist of vertical self supporting LCD panel of 62" and 22" touch screen facility acting as information booths. A critical innovation is that the screens across stations will be networked using a wireless or wire-line connectivity and will be remote managed for content updates, not only aiding commuters but also forming an excellent advertising option for marketers who wish to use the networked option to communicate through videos, animation or still images.

Prior to this, BIG Street has already bagged Delhi Metro Line 2, Civil Structures and 50 LED screens in the capital city.

Business Head of BIG Street Rabe T Iyer said, "These wins are part of BIG Streets business plans to acquire long term, low risk and quick payback inventory. With Delhi being a key focus market, both these deals strengthen our offerings in the capital. The expertise that Qumbet and VMG Global bring with them will help see innovative and pioneering street furniture in the country. The revenue potentials these projects have promise to contribute significantly to the profitability of the Company."