Hyderabad to digitise outdoor advertising network

The Greater Hyderabad Municipal Corporation (GHMC) has begun the process of introducing a technology-driven system to bring outdoor advertising assets across Hyderabad’s Core Urban Region (CURE) under a common digital framework.

The proposed Advertisement Monitoring, Inspection, Revenue and Enforcement System (AdMIRE) will provide an integrated web and mobile platform covering the management, inspection, monitoring and revenue collection associated with outdoor advertising assets. The New Indian Express reported that GHMC has invited proposals to design, develop, implement, operate and maintain the platform.

The system will include machine-readable identification of advertising assets, GIS-enabled location verification, field inspections, digital inventory management, revenue assessment, payment tracking and compliance monitoring.

The CURE framework covers the GHMC, Malkajgiri Municipal Corporation (MMC), Cyberabad Municipal Corporation (CMC), Telangana Industrial Infrastructure Corporation (TGIIC), HMDA, Hyderabad Metro Rail Limited (HMRL) and L&T Metro Rail Hyderabad Limited (L&TMRHL).

The Municipal Administration and Urban Development (MAUD) department will exercise overall supervision, while GHMC will act as the nodal agency for the platform.

Around 3,000-4,000 hoardings and unipoles on private sites are proposed to be mapped under the system. Nearly 20,000 other advertising assets are also expected to be brought into the digital framework.

These include pole kiosks, bus shelters, traffic umbrellas, central medians, foot-over-bridges and obligatory spans.

Each advertising asset will receive a machine-readable identification marker, which could be a QR code, barcode, RFID or NFC tag. Field officials will be able to use a mobile application to access information linked to individual assets.