 Special address speaker Shri Prem Shankar Jhaji, Deputy Commissioner, South Delhi Municipal Corporation on Significance of OOH in Urban Development. So may we have Mr. Prem Shankar Jhaji, let me tell you, he heads the advertising department and has been playing an analytical role in ushering in the standard outdoor advertising policy in the zone under his jurisdiction along with various departments such as remerative project cell, parking cell as well as works as officer on special duty engineering under his leadership at SDMC and that has also managed to increase its advertisement revenue from 40 crores in 2015-16 to 135 crores in 2017-18. Well ladies and gentlemen please put your hands together once again for Mr. Prem Shankar Jhaji. Good evening everyone, first of all today is a great day. In India these days we do not talk about women empowerment, we talk about women led development. In the same way to start my presentation, in the entire advertisement industry we should not talk about OOH empowerment, we should talk about OOH led development, OOH is having very great role in the urban development. First of all I would like to brief you about this country that there are around 718 districts in this country and out of these 718 districts around 100 districts are smart cities. We are planning to develop these districts as a smart cities around 500 districts come under AMRUT and around 118 districts come under aspirational districts and all these three categories of districts require, require investment, require revenue so that these can be converted into the development of street furniture, development of utilities, development of public transportation, development of public safety and environment. This was the condition of Delhi before the transformation, everywhere there used to be advertisements and advertisements, though the advertisements were being displayed everywhere but I think these advertisements were not giving any mileage to the brands. As far as I know about your advertisement industry, there are four kinds of stakeholder, one is the producer, second is the consumer, third is the advertising firms and fourth and the biggest stakeholder is the city, right. So these were the conditions of this city Delhi before the transformation. The flyers they have become the dumping ground for the all kind of garbages. In 2017 Supreme Court has come up with a new advertisement policy that is called as outdoor advertisement policy 2017, though this policy has seen various phases right from 1997 to 2007 and then up to 2007 the new policy have been involved in 2017. The Honorable Supreme Court of India has revisited the policy and approved the amendment to the outdoor advertisement policy for 2007. The main focus of the policy was discouraging the visual clutters, there are three kind of use that we do not want in the city as a regulator. First one is the unauthorized advertisement, second is unregulated advertisement and third one is the unsafe advertisement. So this policy has scattered all these three kind of use that we do not want into the city. Now with the advent of the new advertisement policy 2017 we have made certain changes in the tender document, we have made the tender document more innovative, we have allowed the advertising firms to make certain kind of innovations and they can change the shapes also earlier, the shape used to be fixed as a rectangular shape nor they can change to any shape. The revenue that we have earned from last three years we have started from around 43 crores and now we have reached to the level of 150 crores, we are expecting to have 150 crores this year right. OH transforming the urban landscape in Delhi, how the OH can transform the urban landscape, how the what could be the utility of OH in developing the cities, public utility, kiosk public kiosk, traffic booths, information booths, benches, litter bins, pole mounted mopedes, flag poles, cycle filters, public toilets, uni poles. The flyovers which were looking very ugly earlier, now we have converted the under the flyover beautifications and now the flyover is looking like this. We have given the maintenance to the brands, the brand is maintaining the maintaining all the beautification that we have done. This is the replica of Kutub Minar Lotus Temple and Red Fort that we have made at Mahipalpur and we have given the maintenance of this entire structure to a brand. The brand is maintaining, the government is not having any expenditure on this and the maintenance and development of these projects, way forward is what we have to do now. Definitely this type of structures have already been created in some part of the world, but we want to have the same thing in Delhi also. These kind of interactive billboards we can put where these kind of billboards can be built into the software of transport department, police, MCDs. The long term vision for OOS should be less is more. If we are putting more advertisement it means we are we are cluttering the city rather than beautifying the city. So the concept is, the concept should be less is more and we are working towards that. These kinds of interactive billboards, bus filters, what we need to look forward to. Spark cities means creating more clean and more green space for the citizens. There are generally four services to the smart cities. One is infrastructure services that consists of public utilities, transportation, public safety and environment. Second is citizen services means how much citizen is attuned with the civic amenities, how much opportunity is given to the citizens, how much citizen is having the access to the information that the government is having. Third is citizen information like planning and developing the citizen information, city information. And fourth is the business services, how the OH can nurture the local commerce. There are the four components of the smart cities like infrastructure services consist of transportation, utilities, public safety, environment, citizen services consist of access and participation, city services, city information, planning and development and business services, supportive services for local commerce. Now the conclusion part is the OH industry and the government should work in such a cognitive and coherent manner that there should be opportunities for the advertising firms also to participate in the development of the city. And the government should also try to raise the revenue from the advertisement in the city so that these revenues can be utilized in the, utilized for the improvement and upgradations of the civic amenities. Thank you. Well, thank you so much, Mr. Prem Shankar Jhaji for this amazing presentation. And we got to know the insights and of course maybe call upon now Mr. Rohit Chopra CEO times OOH to present the memento to Mr. Prem Shankar Jhaji. Please maybe have a Mr. Rohit Chopra and we have a round of applause ladies and gentlemen once again. Thank you.