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Out of Home Media set to roll out of 2,000 LCD screens across 22 cities

12-April-2007
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Out of Home Media set to roll out of 2,000 LCD screens across 22 cities

Out of Home Media (India) Pvt Ltd is set for a launch with the rollout of around 2,000 LCD screens across 22 cities in India. Out of Home Media has entered into a strategic tie-up with Shanghai-based out-of-home TV media player -- Focus Media. The venture has been funded by private equity player 3i, and aims to reach out to 24 million people each month through this advertising medium.

The company is in talks with advertisers from the automobile, finance, telecom, media, FMCG, and travel and tourism sectors to advertise through this medium. It has already installed 1,884 LCD screens across the 22 cities, and expects to reach the 2,000-mark by this month end. The screens have been put up in high-traffic areas such as Penisula Corporate Park and HyperCiti in Mumbai, Ansal Plaza and Ruby Tuesday outlets in Delhi, multiplexes and supermarket chains, to name a few.

Out of Home Media (India) Chief Sales Officer Niloufer Dundh said, “We have already installed 17-inch, 32-inch, 42-inch LCD screens in 22 cities such as Delhi, Mumbai, Kolkata, Varanasi, Bangalore, Lucknow, etc. In the first phase we would cover 12 cities in the north, one in the east, four in the south and five in the west. These would be the prime consumer connect points of our medium and will provide an audio-visual presence in the chosen locations.”

>Dundh informed that the company is offering out of home TV platforms through three verticals or networks – Work (Business), Shop (In-store) and Play (Leisure). “Our Work network would include office buildings, BPOs, office buses, IT parks and airport buses such as Kingfisher Airport buses. Our in-shop network would comprise malls, hypermarkets and supermarkets like Centrestage Mall in Noida, Ansal Plaza, Globus and Ebony in Delhi; Hyperciti and InOrbit in Mumbai, etc. The Leisure vertical comprises multiplexes, fast food restaurants and gyms. These include Cinemax, Crossword, Mocha, Wave Cinemas, Fun Cinemas, the Subway chain, Abs Gym, Olympia Gym, etc.”

Dundh further explained that advertisers have the option to buy a network or a combination of networks in different cities, with the stipulation that the minimum investment is for a week. “For example, an automobile maker can choose our Work network only in Mumbai and Delhi for a week and thus reach 50 per cent of a very focussed segment,” she said. Alternatively, an advertiser could even take all the LCD screens in a city for a week.

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