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Jagran’s OOH arm upbeat about future, sees industry grow to Rs 1,800 crore by 2010

Jagran’s OOH arm upbeat about future, sees industry grow to Rs 1,800 crore by 2010

Author | Pallavi Goorha | Monday, Jun 05,2006 6:58 AM

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Jagran’s OOH arm upbeat about future, sees industry grow to Rs 1,800 crore by 2010

Jagran Engage, the new out of home (OOH) media company from the Jagran stable has become fully functional. Engage’s parent companies – the Jagran Group and Independent News & Media – have substantial stakes in leading companies like APN Outdoor in Australia / New Zealand and CCI in South Africa.

Speaking to exchange4media, Indrajit Sen, COO and Business Head, said, “We plan to work with complete transparency and professionalism. For a start, our rate cards will be for use and not as a starting point for discounting. Secondly, we shall offer data backing-up every plan and offer ourselves as accountable for achieving client’s campaign objectives. We also offer single-point, end-to-end solutions – that is, outdoor, point-of-sale as well as experiential solutions – together with our sister concern, Jagran Solutions, in all aspects like planning, creative adaptations, sites and displays across various media like outdoors, street furniture, mobile, retail and other congregation points like multiplexes and malls, execution and accountability on pan-India basis. All this with technology and information backups will be a substantial change in this industry.”

“In order to achieve this, we are putting together a cross-functional team that has proven capability of delivering efficient and successful solutions to clients’ communication needs in the OOH environment – right from concepts to adapting mass media creative to great outdoor displays to providing bespoke research and planning data and finally executing the campaign as per plan with real-time feedback and complete accountability for the spend – so that clients get total satisfaction from the money spent with us,” he added.

Sen further said, “We already have and are also building our own pan-India inventory of sites to cover various client needs. Our team is currently involved in rationalising our existing inventory basis an extensive database that substantiates each site. If the site does not support our minimum benchmarked criteria, then we are dropping those. We are also adding to our inventory using similar selection criteria and we are doing this across the country working across specific categories like top 20 cities, upcountry markets with up to 50,000 population and a income level cut-off, retail, etc. Our team will also be supported by a technical cell comprising highly experienced and skilled engineers and other technologists to ensure peak efficiency of all sites that we offer to clients. This cell also works on innovative execution and displays as well as on other typical but diverse problems like ensuring quick and efficient turnaround of vinyl applications on mobile displays or modular bus shelter designs that can be implemented in shortest possible time.”

The OOH industry is witnessing a lot of action with big players like News Outdoor, Times Group and DeCaux entering the fray. Sharing his outlook on the OOH industry, Sen said, “2005-06 has seen the industry reach about Rs 900-1,000 crore. This does not include a whole lot of new media like the bus shelters that DeCaux are putting up – these will add to the industry size. Add to that all the new initiatives that even staid old municipalities are taking to spruce up and add to their coffers. Overall, I completely subscribe to the PricewaterhouseCoopers’ estimates of a 14 per cent CAGR. That means, by 2010, this industry could see a value of about Rs 1,750-1,800 crore. However, this will come about only with substantial churn and investments in ownership and quality – in technology, in people, in data and the way business is conducted, which is where we really come in and will make a difference. Legislation, however, is the biggest stumbling block and that has to be tackled only through concerted action by industry players with substantial stakes – which too is now expected to happen.”

Engage recently moved to its new corporate office in Kalina, Mumbai. The agency has offices in Delhi, Bangalore, Chennai, Kolkata, Patna, Lucknow, Kanpur, Chandigarh, Jaipur and Pune. It is planning to open offices in Nagpur, Bhopal. Indore and Kochi soon.

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