Delhi’s public transportation system is at a critical juncture, prompting the city government to explore unconventional revenue streams.
A proposal to permit full-body advertisements on Delhi Transport Corporation (DTC) buses, drawing inspiration from the revenue-generating success of advertisements on Delhi Metro coaches, is currently under serious consideration. This initiative, while potentially offering a significant financial lifeline to the struggling DTC, has immediately triggered concerns regarding road safety, most notably voiced by the Delhi Traffic Police, setting the stage for a delicate balancing act between fiscal needs and public safety. Recognising the divergent perspectives on this issue, the transport department has taken a prudent step by establishing a three-member expert committee. This panel will be tasked with a meticulous examination of the DTC’s proposal, giving due weight to the apprehensions articulated by the traffic police regarding the potential for driver distraction caused by advertisements displayed on the right side of the buses, the side most visible to other motorists. The formation of this committee underscores the government’s acknowledgement of the complexities involved and the need for a data-driven and expert-backed decision that prioritises both financial viability and commuter safety.
During a recent session of the State Transport Authority (STA), the Delhi Transport Corporation formally presented its proposal for amending the existing advertising regulations, explicitly outlining the potential for significantly enhancing its non-fare revenues. The ensuing discussions involved all relevant stakeholders, culminating in a resolution to establish the expert panel. A senior official from the DTC openly acknowledged the untapped revenue potential inherent in bus advertisements, a source that currently contributes negligibly to the corporation’s finances. However, the official also recognised the validity and importance of the safety concerns raised by the Delhi Traffic Police, indicating a willingness to engage constructively with these objections. The STA board, in its deliberations, underscored the necessity of obtaining a comprehensive and objective analysis from both the DTC, representing the operational and financial imperatives, and the Delhi Traffic Police, representing the crucial aspect of road safety management. To facilitate this thorough evaluation, the expert panel will operate under the leadership of the STA chairman and will include representatives from key agencies such as the Delhi Integrated Multi-Modal Transit System (DIMTS), the DTC itself, and the traffic police. This diverse composition aims to ensure a holistic assessment of the proposal, with the panel mandated to present its findings by April 14th, providing crucial insights into the feasibility and potential ramifications of allowing full-body advertisements on DTC buses.
The DTC’s proposal is partly predicated on the successful revenue model employed by the Delhi Metro Rail Corporation (DMRC). Advertisements have consistently played a substantial role in bolstering the metro’s non-operational revenues. For instance, in the financial year 2015-16, the Delhi Metro generated a noteworthy Rs 441 crore from advertising, a figure that further increased to Rs 492 crore in the subsequent fiscal year. The metro’s total income in the fiscal year ending March 2017 stood at Rs 5,387 crore, with a significant Rs 618 crore originating from avenues beyond its core operational revenue. Of this non-operational income, over Rs 492 crore was directly attributed to advertisements, although this revenue stream also encompassed income from property leasing. This comparison provides a compelling financial rationale for the DTC’s proposal, suggesting a potentially lucrative avenue for augmenting its strained finances. Interestingly, this is not the first time the DTC has explored the potential of bus advertising. In 2016, an initial proposal to allow advertisements on various surfaces of its low-floor buses, with certain designated areas excluded for safety reasons, received preliminary approval. The DTC’s justification at the time drew parallels with the established practices of other state transport undertakings across India, with Mumbai’s BEST (Brihanmumbai Electric Supply and Transport) serving as a prominent example of a transport corporation effectively leveraging bus advertising for revenue generation.
However, the approval for full-body advertisements was subsequently revoked in 2017 following strong objections from the Delhi Traffic Police, who reiterated their concerns about potential distractions to motorists, particularly from advertisements displayed on the right flank of the buses, and the consequent risk of increased road accidents. Following these objections, a compromise was reached, restricting advertising to cover no more than 75% of the bus’s outer surface. A faculty member at the Asian Institute of Transport Development, offered a broader perspective on the issue, highlighting the significant evolution in advertising practices and technologies since older court rulings on the matter. He pointed out that advancements such as video hoardings have transformed the advertising landscape. Chhikara also noted the existing prevalence of similar visual advertisements on cabs operating within the city, suggesting that a carefully considered approach, perhaps focusing on more visual and less text-heavy advertisements, could potentially mitigate some of the safety concerns in the context of buses as well.
The decision regarding full-body advertisements on Delhi’s DTC buses will ultimately need to strike a delicate balance between the pressing need to improve the financial health of the city’s public transportation system and the paramount importance of ensuring the safety of all road users. The findings and recommendations of the expert committee will be crucial in shaping this decision, potentially paving the way for a new visual dimension on Delhi’s roads while simultaneously addressing legitimate safety concerns and striving towards a financially sustainable and safe urban mobility ecosystem.
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