MUMBAI: Reliance Broadcast Network‘s OOH division, Big Street, has secured a five-year contract for the development of Delhi Metro Corporation (DMRC)’s high potential Line III.

The DMRC mandate to Reliance Broadcast includes OOH media inventory on Line III covering 21 stations spread over a 33.5 km stretch of high potential areas. This covers both west and central Delhi and touches over a million commuters every day.
 
Reliance Broadcast says with train frequencies every 3 to 4 minutes, averaging a person’s waiting time to 3 to 5 minutes at the station, it reaches an enormous captive audience.

The company will build special media inventory at strategic locations of the stations that will offer lucrative business options to brands across sectors including pharma, retail, FMCG, government and education.
 
Says Reliance Broadcast Network business head, OOH experimental marketing and digital, Rabe T Iyer: “Delhi, being one of our key focus markets, has seen some very strategic inventory acquisitions in the recent past. We are securing inventory which guarantee optimal returns while allowing us to innovate and bring in street furniture which is evolved and of international standards. Line III combined with Line II enable us to cover a significant portion of the customers‘ out of home requirements in the capital.”
 
The DMRC Line III mandate to Reliance follows its 22-year contract on a Build-Operate-Transfer (BOT) basis for street furniture makeover with the Municipal Corporation of Delhi on Central Public Works Deparment roads close to Jawaharlal Nehru Stadium.