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Big Street in pact for 50 LED screens in Delhi managed by International Techno Media

05-November-2009
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Big Street in pact for 50 LED screens in Delhi managed by International Techno Media

Big Street, the out-of-home division of Reliance Media World Ltd, has entered into a marketing alliance for the 50 LED displays in Delhi that are managed by International Techno Media (ITM). This strategic alliance will see the specialised team planning and building content strategy for the screens. The marketing and sales teams at Big Street will market this innovative LED product across the country, leveraging not just Delhi-based customers, but national clients who can gain from this unique offering.

Networked high definition 12.7 mm pitch LED board is an all new medium in the OOH business, offering great potential to execute innovations and stay hyper relevant, thus providing an excellent opportunity for advertisers across industries. This new OOH format is being introduced for the first time ever, through this partnership, in Delhi. The specialty of these LED billboards is that they can play both stored and live video contents, information like news tickers, stock tickers, and weather information in addition to advertisements. The content will be managed centrally using a software application and broadband connectivity. The medium is dynamic and can play any type of video and interactive applications.

Of the 50 LED screens, 41 locations have been identified which include – Ashok Vihar, Lajpat Nagar (2 sites), Rohini (3 sites), CR Park, Malviya Nagar, Saket, Defence Colony, Mayur Vihar (2 sites), Sarita Vihar, Gaffar Market, Shalimar Bagh (2 sites), GK (3 sites), Model Town, Moti Nagar, South Extension (2 sites), Mukherjee Nagar, Green Park, Nehru Place, Sunder Nagar Market, Hauz Khas Market, New Friends Colony, Tilak Nagar, Janakpuri (2 sites), Preet Vihar, Vasant Vihar (2 sites), Punjabi Bagh, Kamala Nagar, Rajouri Garden, Vikaspuri, Karampura and Rani Bagh.

Speaking about this strategic partnership, Rabe T Iyer, Head, Big Street, said, “This medium brings a dynamic way of delivering impact and engagement as the shopper moves about with his probable list of things to buy. We are looking forward to enable innovative integrations through the networked high definition LED screens. The LED screen’s key draw is the ability to build in various types of content that is of interest, besides being hyper local – ranging from live displays to weather updates to lost and found to announcing promotions and much more. We are looking forward through this partnership to create a new benchmark in building OOH solutions and focus on owning its science.”

Jatin Bansal, Managing Director and CEO, ITM, added here, “ITM is extremely pleased to announce the marketing tie-up with Big Street. Big Street’s rich experience in marketing and advertising will help us take this venture to altogether another level. We want to spread our network of LED screens to all key cities in a couple of years’ time and give the advertisers and clients an innovative and unique advertising option and at the same time building up community viewing within the cities where we are present. We want to set benchmarks in ‘giant screen space’ and lead this space in India. Delhi and, therefore, this partnership will be crucial to us and an important driver for our way forward.”

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