After taking a significant portion of the sites in Delhi Metro, Times OOH has managed to corner a sizeable portion of the Kolkata Metro outdoors property too. The tender for the outdoor property of Kolkata Metro was announced earlier in the month, the results of which were declared on February 14. Times OOH has emerged as the largest winner with 80 sites, giving it 40 per cent share of the property. The next best is a local company, Sharsons, with 15 sites.
The hoardings in Kolkata Metro sites serve the same purpose as any other hoarding given their road facing positions. According to A P Parigi, MD & CEO, Entertainment Network India, this was one attribute that made the property attractive, especially for players in the outdoor segment.
In the tender announced, 180 prime hoardings were up for grabs stretching across 22 stations across Kolkata. In all, 27 companies, including the likes of Clear Channel, Selvel and Pioneer, participated in the bidding. Clear Channel bid for 13 sites but lost in all; Selvel bid for five and got a couple; Pioneer bid for 18 and got seven; and Ad Service got six sites.
For Times OOH, this is a significant development. Speaking more on this, Parigi said, “We started on a humble note, but we are now in an expansion mode and what you see manifest itself in Kolkata is part of the overall strategy in that direction. This is also a signal of our interest and commitment in the OOH media sector.”
Parigi also divulged that the company had earmarked Rs 35 crore to import LED technology in OOH, which could be seen at famous international outdoor sites like Times Square in New York, among others. “We are here to grow the sector,” asserted Parigi.