#e4mExclusive: Prasar Bharati eyes new revenue stream with PPP-based digital outdoor ad projects

The public broadcaster said the project is intended to transform underutilised public land into revenue-generating advertising assets

by Imran Fazal
Published: Jul 13, 2026 8:14 AM | 3 min read

Prasar Bharati has issued expressions of interest (EOIs) for private companies to develop and operate digital unipole advertising infrastructure at Akashvani Patna under a public-private partnership (PPP) model, aiming to monetize its land assets and expand outdoor advertising inventory.
The selected private partner will finance, design, install, and maintain LED unipole structures, sharing annual advertising revenue with Prasar Bharati while retaining 100% investment responsibility.
The project includes a five-year concession period, with potential for a five-year extension, and ownership of the advertising infrastructure will revert to Prasar Bharati at the end of the term.
Interested companies must have relevant financial and technical qualifications, with the deadline for EOIs set for July 22, 2026.

Public broadcaster Prasar Bharati has invited expressions of interest (EOIs) from private companies to develop and operate digital unipole advertising infrastructure at Akashvani Patna under a public-private partnership (PPP) model, in a move aimed at monetising its land assets while expanding premium outdoor advertising inventory. Similar EOIs have also been floated for several centres across the country, including Mumbai, Jharkhand, and other locations.

Under the proposed arrangement, the selected private partner will be responsible for financing, designing, fabricating, installing, operating and maintaining LED-based unipole advertising structures on the premises of Akashvani Patna. The public broadcaster said the project is intended to transform underutilised public land into revenue-generating advertising assets without requiring capital expenditure from the government.

The EOI outlines a revenue-sharing framework in which the private operator will bear 100% of the investment cost while sharing annual advertising revenue with Prasar Bharati based on mutually agreed commercial terms. In addition, the broadcaster will receive 33% of the advertising time across all time bands on the digital displays for its own public service campaigns and promotional messaging.

The initiative forms part of Prasar Bharati's broader strategy to improve the commercial utilisation of its real estate portfolio while strengthening non-tax revenue streams. The broadcaster said the project seeks to develop high-quality outdoor advertising infrastructure and enhance the professional aesthetics of media assets located at Akashvani Patna.

Five-year concession with possible extension

According to the proposal, the selected concessionaire will conduct site surveys, undertake feasibility studies, obtain statutory approvals from municipal authorities, install LED unipole structures, market advertising inventory and ensure structural as well as electrical maintenance throughout the concession period.

The contract will initially run for five years and may be extended by another five years, subject to approval. At the end of the concession period, ownership of the LED monopole advertising infrastructure will be transferred to Prasar Bharati.

The successful bidder will also be responsible for securing electricity connections, obtaining permissions for digital outdoor advertising, and complying with municipal advertising regulations, traffic norms, structural safety requirements and environmental standards.

The broadcaster clarified that safeguarding the advertising structures against theft or damage during the contract period will remain the responsibility of the private operator.

Premium digital outdoor inventory

The proposed installation will feature outdoor P8 LED display technology with high-brightness screens designed for long-distance visibility. The technical specifications call for displays capable of delivering brightness levels of up to 5,500 nits, refresh rates of up to 3,840 Hz and an operational lifespan of approximately 100,000 hours, making them suitable for continuous outdoor advertising.

The project is expected to create premium digital advertising inventory in one of Patna's prominent commercial corridors while offering brands access to programmable LED-based outdoor media instead of conventional static billboards.

Eligibility and timeline

Prasar Bharati has sought participation from companies with adequate financial resources, technical expertise, experience in outdoor media projects and established vendor networks for fabrication and maintenance. Interested bidders will be required to submit company credentials, audited financial statements, GST and PAN registrations, previous project experience and an estimated project cost for the proposed unipole installation.

The proposed site is located at the Akashvani campus on Frazer Road in Patna. The last date for submission of expressions of interest is July 22, 2026.