KOCHI: As the political class in the state is poised for a new look, the image-makers, the group responsible for spreading the image across the length and breadth of the state, is facing extinction.
The Kerala Advertising Industries Association, an apex body of persons engaged in outdoor advertising, feels that the government order issued on February 2 to regulate the sector will a deal death blow to the sector.
“The guidelines in the new order will be impossible in a place like Kerala,” said Ravi Sangamithran, engaged in outdoor advertising for the past three decades.
The order stipulates that hoardings can be erected only 50 metres away from roads and highways. “This is impossible in a state like Kerala with a very narrow stretch of land. I think the government has gone ahead without taking into account the suggestions made by the association”, he said.
The representatives of the association had held detailed discussions with chief minister, home minister and industries minister on this issue three months ago. “All of them have assured that our concerns will be addressed while taking a decision in the matter. But the government has gone ahead without any respect for the assurance given by Mr. Chandy and other ministers,” he said.
The outdoor advertising industry in the state is worth around Rs 400-500 cr per annum and 90 per cent of the people engaged in the industry are ordinary folks. Most of them used to be associated with graffiti writing for political parties and graduated to outdoor advertising.
Nearly 10 lakh people are dependent on this sector for their livelihood in various capacities, say people connected with the sector. The advent of digital and flex printing has already deprived a number of people of their livelihood and the government policy will further advance such a process, he added.
Normally, the election time provides a good opportunity for the outdoor advertising as the sector will be fully engaged with posters, wall writings, flex boards and other campaign materials. But the industry is gearing up for a strike in the next few days demanding a withdrawal of the order. If the association and the government fail to resolve the issue, the outdoor industry may turn their back on the election campaign.
“We are not against regulation. In fact, we have given a number of suggestions in terms of the size of the hoardings, the distance between the hoardings and the materials used for erecting the hoardings,” said a representative of the association.
But all these suggestions were ignored and the officials banked on the report given by the NATPAC. The NATPAC report does not have any connection with the specific situations in the state. The report was based on the pattern followed in the national capital region in Delhi which is not practical in Kerala, he said.
