Rahul Kapoor – Televisionpoint/Mangalore
Mangalore, Nov 6: City Corporation (MCC) charges for hoardings and billboards are peculiar. Rates vary according to sizes and officially, no cut-outs are allowed. But all the rules are thrown to the winds if someone has to gain mileage by using God's name. Thus, the festival season is the best for those seeking to advertise their wares free of cost.
All that the advertiser has to do is to put a picture of the God concerned and write 'With compliments from...', and the hoarding is ready to go up in whichever size the space can take. Dasara, for instance, had several advertisers making merry with big hoardings. What's important, the hoarding continues to be there long after the festival is over. That is an additional advantage.
As per rules, MCC has different rates for different sizes. Interestingly, it does not give permission to put up any cut-outs in its jurisdiction. But if it has to go with the name of a God, not a penny is charged. Thus, a large number of establishments take advantage of the opportunity which is wittingly or unwittingly provided to them.
Even cut-outs can be seen in various parts of the city, but the MCC is helpless about it. Firstly, the rules do not permit them to charge any money and then they cannot remove it, due to the sentiments attached to hoardings with the images of gods and goddesses.
Recently, though, MCC officials have mooted the idea of imposing a nominal charge for these banners, as the numbers are increasing every year. Further, the convenient way to advertise is common knowledge among businessmen, who are making good use of the opportunity.
Officials, too, are aware that businessmen are taking advantage by displaying their names boldly, while underplaying the event itself. Thus, officials are being made to sit up and take notice.
Meanwhile deputy commissioner M Maheshwar Rao, who is also MCC administrator, added that he would discuss the matter with the officials concerned, and then take a decision.
Banners and hoardings are one of the main sources of revenue for the MCC. The revenue from banners has increased over the years. In 2005-06, the collection was Rs 23,675 from banners. It rose about three times in the next year and thus, during 2006-07, the amount collected was Rs 64,100.
The money collected from the hoardings has also increased. If it was Rs 37,75,610.60 in 2005-06, it has increased to Rs 42,91,023.72 in 2006-07. Among the bulk revenue for MCC, it was the recent election held for the local body. MCC succeeded in collecting Rs 4.1 lac in the form of revenue, by imposing a fee on the banners put up by political parties and individuals.
It was during the administrators' rule during 1996 that MCC stopped providing land for hoardings. Since then, no permission is given to erect hoardings on MCC land. Several religious programmes are held in the city throughout the year, and the ads which go up at this time are unchecked. Officials are expecting to put an end to this in the coming year.