PMPML taps BRTS stops for ad revenue
Advertisers allowed hoardings on stops
Pune: Grappling with a revenue crisis, the Pune Mahanagar Parivahan Mahamandal Limited (PMPML) has decided to utilise Bus Rapid Transit System (BRTS) bus stops to generate advertising revenue by allowing advertisers to put up hoarding structures above the bus stops.
The administration has already awarded the contract to an advertising firm for Rs 1.5 crore for a period of one year. Under the contract, the firm will be allowed to build hoardings of sizes specified by the PMPML at 110 BRTS bus stops in Pune and Pimpri-Chinchwad.
The PMPML had started generating advertising revenue from its 2,300-odd sheltered bus stops on general routes. Until now it had not opened BRTS stops, which are much bigger, better constructed, for the purpose.
The transport body is looking at alternative sources to increase revenue as the political leadership in Pune and Pimpri-Chinchwad corporations have refused to grant a fare hike ahead of election season.
“We have only opened the bus stops to the advertisers. They can build a hoarding of permissible size on top of the bus stop and use it for displaying ads. Since the BRTS stops are in the middle of major city roads, the idea has evoked a good response and we have awarded the contract for five years at an annual fee of Rs 1.5 crore,” said PMPML Joint Chairman and Managing Director Ajay Charthankar.
‘Non-traditional source of revenue’
- Mayor Mukta Tilak had asked PMPML to come up with ideas for generating revenue through ‘non-traditional sources’ in November 2018.
- A proposed hike in bus fare was rejected by the Board of Directors.
- Putting hoardings on top of bus stops is one of the ways the PMPML expects to strengthen itself financially.
- Contract for one year awarded to an advertising company for Rs 1.5 crore.
- There are a total of eight BRTS routes in Pune and Pimpri-Chinchwad namely Swargate-Katraj, Swargate-Hadapsar, Yerwada-Wagholi, Sangamwadi-Vishrantwadi, Aundh-Ravet, Nashik Phata-Wakad, Nigdi-Dapodi and Kalewadi Phata-Dehu.