The Tamil Nadu government has issued a Government Order (GO) that opens doors for Digital OOH expansion. This GO introduces new regulations that allow for the installation of digital LED billboards and applies to corporations, municipalities, and town panchayats, with the approval and supervision of local body heads. This move comes after facing criticism from urban residents about the deployment of hoardings in cities.
These billboards can be placed at various locations such as bridges, flyovers, bus stands, railway stations, and construction sites. The license will be valid for three years and must be renewed two years before expiry. Printed displays can be scrolled with a 10-second dwell time and a one-second transition time, but animated displays and moving videos are not permitted in busy areas.
The design must be approved by the relevant corporations and local bodies, and fees apply for both application and licensing. The corporation can also provide land for hoardings at a concession fee of 14% of the guideline value, which can generate revenue for them. There have been calls for mandatory stability checks for hoardings and billboards by civic activists.
In contrast to the growth scenario in the rest of India, the out-of-home (OOH) industry in Chennai is struggling for survival due to government restrictions and court cases. The new policy decision of the TN government is seen as a sign of relief for the outdoor advertising industry.
The government had earlier announced to allow hoardings in Chennai city and other urban areas in order to increase the revenue of civic bodies.
The policy decision has also been criticised by a couple of residential associations, and they may be knocking on the doors of the court to stop the government from going ahead with the policy decision.
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