Prasar Bharati to Build Digital OOH Advertising Assets in Patna
Prasar Bharati has launched a new effort in the digital out-of-home (DOOH) advertising sector by seeking private sector involvement to create and manage LED-based outdoor advertising facilities at its locations in Patna and Port Blair, following the public-private partnership (PPP) model.
Distinct Expressions of Interest (EOIs) have been proposed by Akashvani Patna and Doordarshan Kendra Sri Vijaya Puram (Port Blair), with the objective of realizing commercial value from the broadcaster's land assets while generating new revenue streams through digital advertising. The applications must be submitted by July 22.
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The chosen concessionaires will be accountable for financing the complete project, which encompasses the design, installation, commissioning, operation, and upkeep of LED unipole advertising structures. In exchange, they will be allowed to use the digital displays for commercial purposes while dividing annual revenue with Prasar Bharati according to mutually agreed conditions.
Under the terms of the agreement, the selected agencies are required to allocate 33 percent of the total display time during all time slots at no charge for Prasar Bharati and governmental communication initiatives.
The planned digital advertising setup at Akashvani Patna will be implemented at the broadcaster's Frazer Road location. The concession duration is established at five years, with the possibility to extend it for an additional five years. The LED infrastructure will be handed over to Prasar Bharati after the concession period ends.
The Doordarshan Kendra Sri Vijaya Puram initiative adopts a comparable structure, with the chosen agency responsible for creating and overseeing LED unipole advertising installations at the broadcaster's Delanipur site in the Andaman and Nicobar Islands.
In both projects, private partners will carry out comprehensive execution, which encompasses site assessments, structural planning, acquiring approvals from governmental and legal entities, coordinating electricity hookups, setting up LED screens, managing the commercial operation of advertising assets, and ensuring continuous structural, electrical, and mechanical upkeep during the concession timeframe.
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Prasar Bharati has mandated that concessionaires comply with its advertising policy, in addition to all relevant municipal advertising regulations, traffic and highway laws, structural safety guidelines, and environmental requirements. The broadcaster has made it clear that any theft, damage, or obstruction impacting the advertising infrastructure throughout the contract period will be the responsibility of the concessionaire.
As specified in the technical criteria of the EOIs, the LED displays must have high-brightness, full-colour screens that offer a minimum operational lifespan of 100,000 hours and enable remote management of content for digital advertising initiatives.
The program underscores Prasar Bharati’s larger plan to expand its commercial income by leveraging its real estate and infrastructure resources outside traditional broadcasting activities.
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With the rise of digital outdoor advertising, LED unipole installations have become a popular choice for advertisers, providing dynamic content presentation, remote campaign oversight, and greater revenue opportunities than conventional static billboards.