The Delhi government is contemplating a significant change in the landscape of the city’s public transportation system. They are considering allowing full-body advertisements on DTC buses, akin to the ads seen on metro coaches. This move is aimed at boosting the financially struggling Delhi Transport Corporation’s non-fare revenues. However, the proposal has raised concerns about road safety, particularly highlighted by the Delhi Traffic Police.
Expert Committee to Examine the Proposal
The Delhi Traffic Police has expressed apprehensions about the potential distractions that ads on the right side of buses could pose to motorists. In response to these conflicting viewpoints, the transport department has decided to establish a three-member expert committee to delve into the matter. This committee will carefully analyze DTC’s proposal, taking into account the safety concerns raised by the traffic police.
During a recent meeting of the state transport authority (STA), the Delhi Transport Corporation presented their proposal for amending advertising regulations, with a focus on enhancing revenue streams. All stakeholders were engaged in discussions surrounding this proposal, culminating in a resolution being passed. A senior official from the DTC acknowledged the revenue-generating potential of bus advertisements, which are currently non-existent. However, the concerns raised by the Delhi Traffic Police cannot be overlooked.
The STA board recognized the importance of obtaining a comprehensive analysis from both the DTC and the Delhi Traffic Police. To facilitate this, an expert panel will be constituted under the leadership of the STA chairman. This panel will include representatives from the Delhi Integrated Multi-Modal Transit System, DTC, and the traffic police. Their task is to present their findings by April 14, shedding light on the feasibility and implications of allowing full-body advertisements on DTC buses.
Comparing Revenue Models with Delhi Metro
Drawing parallels with the revenue model of the Delhi Metro, where advertisements have played a significant role in bolstering non-operational revenues, the DTC’s proposal gains further context. In the financial year 2015-16, the Delhi Metro raked in Rs 441 crore from ad revenues, a figure that increased to Rs 492 crore in the subsequent year. The metro’s overall income in the fiscal year ending in March 2017 stood at Rs 5,387 crore, with Rs 618 crore stemming from avenues beyond operational revenue. Of this amount, over Rs 492 crore was attributed to advertisements, although this revenue stream also encompassed property leasing.
In 2016, the DTC initially proposed allowing advertisements on various surfaces of low-floor buses, excluding a few designated areas. This proposal garnered approval from the then chief minister, Arvind Kejriwal. The DTC’s rationale was based on the practices adopted by other state transport undertakings across the country, with Mumbai’s BEST serving as a prominent example.
However, the approval for full-body advertisements was revoked in 2017 following objections raised by the Delhi Traffic Police. Their contention was centered around the potential distractions that advertisements on the right side of buses could pose to motorists, potentially leading to road accidents. Subsequently, a decision was made to restrict advertising to cover no more than 75% of the bus’s outer surface.
Anil Chhikara, a faculty member at the Asian Institute of Transport Development, weighed in on the matter, highlighting the evolution in advertising practices since an old court ruling. He emphasized that advancements in technology have led to innovations like video hoardings, transforming the advertising landscape. Chhikara pointed out that similar advertisements are already prevalent in cabs, suggesting that a more visual approach with fewer words could be beneficial in this context.
