The Greater Chennai Corporation (GCC) is gearing up to introduce digital advertising boards on streetlights across the city. This innovative initiative, expected to generate approximately 100 crore over three years, will be implemented under a public-private partnership model following the tendering process.
According to officials from the electrical department, the project will focus on installing digital advertising boards on more than one lakh streetlights spanning 383.7 km of main bus route roads. The boards, measuring 0.6 meters in breadth and 1 meter in height, will host advertisements designed to be anti-reflective to mitigate issues with vehicle lights.The projected base revenue from this initiative is 100 crore for the contract period of three years. We anticipate finalizing the tenders within a month to kickstart the project,” stated an official. While emphasizing the financial benefits for GCC, which faces a budget deficit despite an annual expenditure of 4,727 crore, officials highlighted the project’s potential contribution to sustainability. “This internal revenue generation is a strategic step towards financial sustainability for GCC,” they noted.
However, experts and activists have raised concerns about safety and operational efficacy. A professor from Anna University’s urban planning department emphasized the importance of assessing distraction levels and structural stability of the digital boards. Safety checks and regulatory compliance are paramount, especially considering the boards will be integrated into essential urban infrastructure.Criticism has also surfaced regarding the concessionaire model chosen by GCC. Some experts argue that direct management of advertising spaces through a dedicated portal could yield higher revenues for the corporation, bypassing the need for a third-party contractor. “GCC’s decision to engage a concessionaire may not optimize revenue potential,” opined another expert.
Meanwhile, plans also include revamping advertisement spaces in bus shelters alongside the streetlight initiative. This dual approach aims to maximize advertising opportunities while enhancing the overall visual appeal and functionality of Chennai’s urban landscape. As GCC progresses with its ambitious project, stakeholders await further developments on how the initiative will balance financial gains with civic considerations, setting a precedent for sustainable urban infrastructure management in Indian cities.
