As Delhi Metro Rail Corporation (DMRC) is busy opening more stretches before the commencement of the Commonwealth Games, there has been an increase in the number of tenders being floated for advertising rights. The latest to open is the tender for in station branding rights of 10 stations in the Qutub Minar-Huda City Centre section.
The section includes stations at Sultanpur, Chattarpur, Ghitorni, Arjan Garh and Guru Dronacharya, amongst others. While the cost of tender documents is Rs 5,250, the earnest money deposit (EMD) has been fixed at Rs 10 lakh. After identification of sites, media vehicles will be fabricated and installed by the licensee. The total display area available across the 10 stations is 2000 sq. m. The license fees will be increased from the due date at 5 per cent per annum, irrespective of the dates from which advertising panels have been actually fabricated and commissioned by the licensee.
About a week ago, Delhi Metro floated a tender for advertisement rights on civil structures on the same stretch.
According to a senior planner, while some stations may not command high media rates, the stations closer to Gurgaon will certainly come up as premium sites. The planner explains, "This is because many commuters in this section will be executives belonging to SEC A, working in various multinational companies housed in the Millenium City.
"Some stations such as Ghitorni and Arjan Garh may not be able to command higher media costs as the commuters boarding trains at these stations may not belong to a higher SEC. It's not only the quantity but the quality of the eyeballs that matters to clients."
In terms of the media costs, currently, the Dwarka stretch is the cheapest of all DMRC sections.
While the issue of tender documents started on April 26, the last day for submission is May 17. Tenders can be obtained from the DMRC office or downloaded from Delhi Metro's official website.
According to sources, DMRC earns approximately Rs 12.5 crore annually in the form of advertising revenue.First Published : April 29, 2010