BIG Street, the OOH arm of Reliance Broadcast Network Ltd has recently announced two acquisitions. The first acquisition is that of the high potential Delhi Tourism and Transportation Development Corporation (DTTDC), and second is the Street Furniture Makeover project for a period of 22 years.
Based on the BOT (build, operate and transfer) model, these inventories will cover over 19 km of high advertising demand locations, including the ITO Bridge, Nizamuddin Bridge, road from Akshar Dham to ITO Chungi and the inner roads of the Yamuna Sports Complex. With a clear intention of completing the given task well in time for the Commonwealth Games 2010, BIG Street is ensuring delivery of international standards through its tie-up with Hong Kong-based street furniture specialist, Qumbet. This strategically situated inventory, around the Commonwealth venues, promises to give the city an aesthetic and infrastructural face-lift.
Alongside the above, BIG Street also announced winning the high-end Digital PODs spread across 25 of Delhi Metro Rail Corporation’s premium underground stations, including 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 Secretariat,
Model Town and Jang Pura, for a period of eight years. Footfalls across these high traffic lines are estimated to be more than 1 million each day. This innovation is an industry first, which will be executed along with VMG Global, a UK-based global expert in digital media solutions.
Rabe T Iyer, Business Head, BIG Street, said, “These wins are part of BIG Street’s business plans to acquire long term, low risk and quick payback inventory. With Delhi being a key focus market, both these prestigious deals strengthen our offerings in the Capital, offering innovative and novel advertising options for advertisers in the out-of-home space. The expertise that Qumbet and VMG Global bring with them will see innovative and pioneering street furniture for the first time ever in the country. These strategic wins are key acquisitions for BIG Street, its revenue potentials are promising enough to contribute significantly to the profitability of the company.”
The DTTDC project will offer superior facilities on its boulevards, building robust and durable infrastructure, through investment in quality street furniture. These units will be placed strategically to ensure high attention for the communication being built on it. As part of the project, BIG Street will be responsible for creating structures ranging from public toilets, vending kiosks, police booths, information panels, benches, dustbins, auto prepaid booths and free standing panels.
Both these wins strengthen BIG Street’s inventory hold in the Capital, where it already has the Delhi Metro Line 2, Civil Structures and 50 LED screens.