Times Infotainment Media Ltd (TIML) has officially christened its out-of-home (OOH) division as Times OOH Media. The division will be active under the leadership of Farid Kureshi, erstwhile EVP-Sales, Radio Mirchi from August.
Times OOH Media has just expanded its operations from bus shelters of western suburbs in Mumbai to include south Mumbai as well.
Though Times Group’s OOH business has been in existence for the last three years through the group company TIML, the launch of this independent unit signals bigger things to come.
Announcing the launch of the brand, A P Parigi, CEO, TIML, said “Times OOH Media will play a leadership role in the development of out-of-home media property ownership. This is in line with the perceptible shift in advertisers’ and brand managers’ approach in seeking an integrated solution to localised and city-centric brand communication using radio, OOH and events.”
He also mentioned that Times OOH Media would invest in creating hi-tech OOH media properties in all metros like video walls, digital displays, etc. Kureshi added to this, “Times OOH Media will build viable media properties with a national presence and will deliver brand solutions, innovations, quality and technology in the OOH market.”
For an industry that is Rs 1,200 crore strong nationally, there are only a few corporates that own OOH media properties. Media buying of outdoor is far more organised too. An immediate fallout is that there has been hardly any investment in developing OOH media in terms of technology, aesthetics and consumer research, which Times OOH Media intends to pioneer.