| The Anil-Dhirubhai Ambani Group (ADAG)-promoted Big 92.7 FM has started its outdoor advertisement division ‘Big Street’, marking its foray into the Rs 1,000 crore out-of-home (OOH) market in the country.
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| The move is part of the company’s business plans to tap newer non-traditional revenue streams.
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| The new division, to be headed by Jayyant Bhokare, vice-president (business development), Big FM, recently acquired the advertising rights for displays at ten stations in the Delhi Metro Rail Corporation. The competitor tender process saw bids from the Times Group, Videocon and the American advertising company, TDI, among others. “The OOH industry promises huge potential and is seeing more and more organised players getting into the business,” Bhokare said.
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| Big Street will offer a wide range of advertising options such as billboards, street furniture, multiplexes and mall formats as a part of its portfolio offerings to clients.
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| “We have already acquired big ticket clients such as the Kotak Group to offer advertising solutions. We have plans to bid for large infrastructure projects and roll out our services in 12 towns, besides making substantial investments in acquiring inventory by March 2008,” Bhokare said.
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| “Big Street will ensure revenues through the acquisition and marketing of OOH inventory,” he said. However, he declined to share investment figures or revenue projections for the business. |
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