3 days ago
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After wrapping its buses with advertisements, the Bengaluru Metropolitan Transport Corporation (BMTC) is present looking to crook adjacent its rider tickets into advertizing space. The BMTC plans to show advertisements connected the backmost broadside of ETM summons rolls utilized crossed its fleet.
The BMTC has invited bids from advertizing agencies for granting licence rights to people advertisements connected Electronic Ticketing Machine (ETM) thermal rolls issued to passengers crossed Bengaluru. The determination is aimed astatine generating further non-fare gross for the cash-strapped transport corporation, which operates astir 7,000 buses and carries astir 45 lakh passengers daily.
According to the BMTC officials, the beardown effect to advertisements wrapped connected its buses has importantly strengthened the corporation’s non-fare gross stream. The advertisements displayed connected the BMTC buses are presently generating astir ₹4.79 crore each month, translating to an yearly gross of astir ₹57.54 crore.
BMTC’s target
The officials said that the corp expects this fig to emergence substantially and has projected wide advertisement gross to interaction astir ₹230 crore implicit the adjacent 3 to 4 years. Encouraged by this growth, the BMTC is present exploring further advertizing avenues wrong its services, including displaying advertisements connected rider tickets, authoritative added.
“The selected advertizing bureau volition person the rights to supply advertisement artwork that volition beryllium printed connected the reverse broadside of the BMTC tickets done its authorised ETM rotation supplier. The declaration play volition initially beryllium for 1 year, and tin beryllium extended by different twelvemonth based connected performance,” authoritative told The Hindu.
Thermal rolls
The BMTC presently consumes astir 72 lakh ETM thermal rolls annually and astir six lakh rolls each month, with each rotation printing astir 3,750 tickets. The officials judge this gives advertisers entree to 1 of the largest commuter networks successful the city.
The tender comes astatine a clip erstwhile the BMTC has already been aggressively monetising its assets done advertisements connected buses, autobus shelters, depots and transit hubs. “With this latest move, adjacent the tiny insubstantial summons issued to commuters could go an advertizing mean for brands, authorities campaigns and commercialized promotions. Under the projected system, the advertizing bureau volition person to punctuation a monthly licence interest payable to the BMTC portion separately bearing the printing costs of the advertisements. The existent printing of advertisements volition proceed to beryllium handled by the BMTC’s authorised ETM rotation supplier,” the authoritative added.
Restrictions
The corp has, however, imposed respective restrictions connected the quality of advertisements that tin look connected the tickets. Advertisements related to tobacco, liquor, narcotics, governmental campaigns, spiritual contented and obscene worldly person been prohibited. The BMTC has besides reserved the close to cull immoderate advertisement deemed objectionable oregon against nationalist interest.
The BMTC has reserved 10% of the summons rolls for its ain advertisements oregon authorities campaigns, for which the selected advertizing bureau cannot assertion immoderate revenue.
