Over the years, outdoor publicity has taken root in the country, but the practice is not without its share of problems
IN the last week of June, an ugly incident took place in the city Nazim’s secretariat. During the auction proceedings for outdoor advertising rights, a section of businessmen turned rowdy and went on the rampage. Many were arrested for destroying CDGK property and violating the law. Advertisers accused the City District Government of Karachi of partisanship and foul play. The CDGK, on the other hand, accused sections of outdoor advertisers for using pressure tactics to extend unwanted monopoly in the trade. The issue still remains unresolved.
Outdoor advertising, as it is popularly called, is a multi-million rupee business in Pakistan. In the past, this was not the case. At best, boards made up of metal sheets were painted with enamel. Messages were manually written or images of different products were painted. In some cases, messages or images were comparable to cheap film ads. More prestigious and sophisticated business houses and commercial concerns used to avoid using this medium for advertising as it was rated inferior in quality. Technology to erect such signages was also primitive. And due to weak and shoddy construction, such hoardings would usually fall down. Main highways and streets were the sites where such installations were planted. In some rare instances, multi-storeyed buildings and roundabouts also accommodated such structures. And if something innovative needed to be tried, then illuminated signages were installed with fluorescent lights placed inside the frame of the transparent plastic or glass cover.
In recent years, outdoor advertising has mushroomed all over the country. It has spread to almost every nook and corner. Due to a steep rise in market economy, production and consumption of products have increased tremendously. Thus manufacturers, producers and traders resort to aggressive tactics of promoting their goods, services and merchandize with outdoor signages as a recognized, powerful medium. Considering the hundreds of people who pass by any road in the city, stand and wait at any traffic signal in Pakistan, it was considered a viable option to invest in such avenues. Consequently, a shift from the TV-based advertising to outdoor advertising took place. It is very expensive to advertise in the electronic and print media. Thus, outdoor advertising became the choice for marketing managers. Also, it has relaxed regulations that enable hoarding owners to bypass monitoring and revenue collecting authorities.
Advertising board technology too has changed. Apart from hand-printed surfaces and boards, fancy computer generated images printed on a special membrane can now also be seen. Such images also depict accurate information, pertinent to the brand, product, concern or message being advertised. To enhance the visibility, sites are now equipped with proper illumination arrangements that add to the visibility and aesthetics of the whole show.
There are a distinct set of stakeholders associated with this trade. Outdoor advertisers are key tradesmen. They happen to be a category of service providers who are approached by business concerns for putting up their ads at designated sites according to mutually agreed conditions. Advertisers manage the erection of banners that either they or the businesses prepare.
These advertising concerns are several in number. To safeguard their collective interests, they have formed several associations. Other stakeholders, include the computer graphics outlets that produce and generate displayable advertising material; staff of the civic/municipal agencies authorized to monitor the installation of billboards and licensing of sites for stipulated time periods. And of course there’s the staff of utility companies, especially those belonging to the electricity company. Sometimes, various public institutions also use strategic locations of their installations for allowing advertising in their premises. For example, various billboards erected alongside Shahrah-i-Faisal are actually standing on property owned by the Pakistani military authorities.
Even the trade rules were changed to facilitate the growing business. Towards the late 1990s, a task force on municipal services was formed by the provincial government. Amongst other matters, it took upon itself to thoroughly re-examine the issue of outdoor signage. It studied the overall situation by undertaking field studies, carried out a dialogue with advertisers and other stakeholders and reviewed the existing bylaws. But all and any exercise failed to tame the billboard business. Breaking the law became the name of the game.
Illegally-installed signages, violation of safety considerations along major thoroughfares and roundabouts, alleged nepotism in granting licenses, illegal connections of electricity often used for illuminating billboards, oversized sign boards, extremely close placements, obstruction to the view of motorists on sensitive turnings, restriction in pedestrians’ movements, disputes on the payment of dues to the municipality and multiple agencies with the task of controlling this affair were some important matters. Adopting a consultative process and with professional expertise employed on voluntary basis, the Municipal Task Force prepared a draft of bylaws. The City District Government, after a lapse of almost 20 months, finally notified the bylaws in 2003.
Most of the principles were accepted in the notified version of bylaws except the proper composition of an overseeing committee which remained largely dominated by officers and members of the CDGK. The situation was less than acceptable for the stakeholders associated with the trade.
The Outdoor Advertisers Welfare Association, a trade body representing the stakeholders in this business, cited several objections to the bylaws which were promulgated in 2003. The association emphasized on creating appropriate categorization of sign boards instead of a long list of typologies mentioned at present. Fifteen days were allotted for operation. This period was found to be very short as it normally took two months to complete such works. The condition for the NOC for all sign boards was found inappropriate due to inherent possibilities of corruption. No adequate notice period or procedure was prescribed in the bylaws for any violation. It is considered a legal right of every party to defend its case properly. Auction as a means of allocation of sites was an unacceptable practice. Multiple agencies that charge advertisement taxes caused damage to advertisers who, at times, ended up paying twice. Compulsory distance between the hoardings was prescribed as 400ft — a dimension unacceptable to advertisers. They feared that due to this point, adverse impact would be caused on the trade. The schedule for fees was found to be much higher than the returns accrued by the advertisers. It required proper reworking.
A spokesman for outdoor advertisers reviewed the situation. According to him, the revised bylaws had improved the situation to some extent. Before that, there was hardly any set procedure for installing signboards. The only encounter with the local authorities was at the stage of payment for the hoarding.
Now, at least, in theory, it is made compulsory to submit a duly prepared structural design so that permission could be granted. While the sizes of hoardings are clearly laid down, they are seldom followed. The most objectionable aspect is the ultra high rate of taxation which stands at Rs500 per sq ft. A case in the court of competent jurisdiction is filed. Now, whenever a properly sanctioned signboard is installed, it is usually observed that a town office representative is present. Owing to a relatively careful approach of town Nazims, corruption has been reduced at least in comparison to the previous regimes. Anomalies in the management of the trade are, however, found. A hefty target of Rs1 billion is kept for outdoor advertising by the CDGK. A quarter of this amount is meant for sunshades or shops’ signages which is difficult to achieve for the municipality. Little opportunity is left for small scale advertising firms as large scale international concerns are affecting businesses through their clandestine connections. The staff of multiple agencies controlling the city areas and concurrently the outdoor advertising are reported to be involved in bribery incidents.
Another very negative practice is the advent of a new breed of advertisers who are reported to be connected with the CDGK/TMA staff. As auction is made the mode of acquiring sites, the front men of such operators allegedly manipulate the auction, leaving the real advertisers out of business. These advertisers install signboards that blatantly violate standards and other provisions of the bylaws. The locational criteria are also conveniently set aside. It is feared that if any kind of strong winds hit the city, these hoardings can cause damage to the life and property of the citizens. The quality of trading cannot be improved due to the extended uncertainty in acquiring business. Unless streamlined procedures are not applied, little betterment in the trade could be expected.
Billboards and signages are likely to increase in the future. Under no circumstances, public safety and security or the overall aesthetics of the urban environment must be compromised.
Over the years, outdoor publicity has taken root in the country, but the practice is not without its share of problems 
