NEW DELHI: Even as businesses gravitate to the Kolkata market, the Outdoor Advertising Association (OAA) of Kolkata is making the effort to usher in standard industry norms that will encourage media owning firms in the city to invest and enhance the quality of OOH properties. Taking cognizance of the fact that media owning firms have been affected by long-standing issues like delayed payments, short campaign duration and irregularities in the release of POs, the association has established a dialogue between the member media owning firms and agencies to resolve the issues to the benefit all stakeholders in the industry.

Toward this, OAA Kolkata held a meeting of the representatives of media owning firms and agencies on July 24 to strengthen the joint effort to address the intractable issues. Nirmal Thakur, general secretary, OAA Kolkata, told network2media that a charter on the payment norms and campaign duration will be drawn up and that both sides have agreed to abide by it after due consideration. The firms are expected to sign up by mid-August, following which the norms would serve as the common standard for all OOH entities.

The OAA Kolkata initiative is in line with the Indian Outdoor Advertising Association's (IOAA) attempt at establishing standard practices across all outdoor markets in the country. Initiatives like this will also serve as confidence building steps to bring more brands into the Kolkata OOH fold.

 

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