Delhi based Pioneer Publicity has bagged the ad rights for 48 bus shelters located on the BRT (Bus Route Transit) corridor from Siri Fort to Delhi Gate. The five year contract was awarded by the Delhi Integrated Multi-Modal Transit System (DIMTS), an urban transport and infrastructure services company formed by a 50:50 joint venture between the Government of National Capital Territory of Delhi (GNCTD) and Infrastructure Development Finance Company (IDFC).
As part of the tender, a fixed rental will be paid to DIMTS by Pioneer Publicity. Also, 25 per cent ad revenue earned by the agency will be shared with DIMTS. There is a possibility that the agency may add value to the shelters by making some investments during the duration of the contract.
Selvel Media, Big Street and Parivartan City Infrastructure were the other agencies in the fray.
In all, the government plans to build 26 BRT corridors in Delhi, covering a total length of 310 km by 2020. By 2010, seven corridors, including Ambedkar Nagar to Delhi Gate, Shastri Park to Karawal Nagar, Moolchand to Jahangirpuri, Nizamuddin to Nand Nagari, Rajender Nagar to Pragati Maidan, Kondli to Gokul Puri and Jamia to Tilak Nagar, which have been planned under Phase I, will be completed.
With a view to improve public transportation in the capital, the Government of NCT of Delhi introduced the BRT system in Delhi in 2004 under its Integrated Mass Transit Plan.