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DOAA addresses outdoor issues; puts in place policy guidelines for the industry

15-December-2009
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DOAA addresses outdoor issues; puts in place policy guidelines for the industry

The Delhi Outdoor Advertising Association (DOAA) organised a meeting between its member outdoor media owners (OMOs) and select advertising agencies in Delhi on December 11, 2009, to settle certain intractable issues, including inordinately delayed payments. The meeting was presided over by Mukesh Gupta, General Secretary, DOAA and MD, Graphisads.

Present on the occasion were OOH industry heads and office bearers of the Association – Naresh Vasudeva, President DOAA, and MD, Pioneer Publicity; Pramod Bhandula, Vice-President, DOAA, and MD, JC Decaux; Raminder Singh, Vice-President, DOAA, and MD, Greenline; and Ritesh Vasudeva, Joint Secretary, DOAA, and Director, Hindustan Publicity – among others.

Speaking at the meeting, Mukesh Gupta said, “DOAA, with the initiative of certain media owners, had been working on formulating policy guidelines for the release and conduct of business from various agencies/ clients for the last year or so. However, in the last 2-3 months, more than 20 media owners had got together to arrive at certain minimum guidelines for campaign durations, release of POs, payments, overdue outstandings, etc., and full consensus had been arrived within them and they have already signed MoU with DOAA accepting the said norms set put by DOAA.”

He further said, “The maximum credit allowed to any agency is 60 days, within which the agency has to release the payment irrespective of whether the same is collected from the client or not, failing which, further media of the said agency is not released by the publication/ channel. As against the same, there were no norms in the outdoor business and hence, this move was imperative and decision was taken at DOOA level to implement the above guidelines w.e.f. January 1, 2010.”

Gupta also noted that this move was essential, especially in light of the fact that crores of rupees of several member OMOs were stuck with the agencies/ clients for months and even years and the same were not being released despite requests by the OMO. He informed that all member OMOs had already been asked to approach such agencies/ clients for settlement of their past dues, failing which the DOAA would be at liberty to blacklist the agency/ client at its costs and consequences, if the OMO approached the DOAA.

Gupta added, “We are going to hold these meetings regularly. We are aiming to address concerns of media owners and agencies parallelly. In the long run, it’s going to help the industry.”

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