April 10: They may be raking in the moolah for advertisers, but as far as contributing to the beauty of the city skyline is concerned, they leave a lot to be desired.

A state government official said advertisement billboards or hoardings have been identified as one of the major factors in ruining the city skyline.

According to the official, the advertising agencies are putting up billboards indiscriminately all over the city, taking advantage of non-existent rules and lack of regular inspection by the Guwahati Municipal Corporation (GMC).

“Even though many such illegal billboards are repeatedly pulled down, the advertisers simply return and resume putting up hoardings in the same places. The government has now decided to take some fresh and innovative measures to streamline the billboard business and enhance the beauty of the city at the same time,” he said.

According to the plan, the GMC will ask advertisers to go for in for digital billboards made with the latest technology and trilateral billboards instead of the conventional outsized hoardings.

Installation of conventional billboards will be minimised and allowed at certain places only.

The official said with the entry of digital and three-faced billboards into the market, it is high time for a fast-growing city like Guwahati to go in for some modern innovations in advertising, too.

Digital billboards allow the advertising slogans to run across the screen continuously. Three-faced billboards consist of triangular panels that can display three advertisements consecutively.

Vinyl strips are cut and placed on these panels to constitute one display at a time.

“Thus, when the panels rotate and pause, one can see three different advertisements. Their rotating movement also helps attract the passing crowd. Such billboards would not only help to enhance the look of the city but also save space, as digital or three-faced billboards take up considerably less space than conventional ones,” the official added.

Such displays will be introduced in the city soon.

Besides introducing hi-tech billboards, Dispur will also be introducing several new initiatives regarding these installations.

In order to prevent indiscriminate installation of billboards, the GMC will create billboard zones and no-billboard zones.

Areas with educational institutions, religious institutions, places that are historical or have monuments and residential areas would be included under the no-billboard zones.

“Placement of hoardings is also very important. By introducing the concept of billboard zones, the government wants to earmark the most appropriate places that can help advertisers reach out to the target audience far more effectively,” a source said.

GMC deputy mayor Dipankar Ghosh, while admitting that the billboards are being installed in a haphazard way, said the corporation would soon hold a meeting with all the advertising agencies to discuss the issue.

He said the GMC has decided to resolve the problem by removing billboards which have given the city’s skyline a cluttered look.

According to the deputy mayor, many advertisers have put up billboards along the banks of the Brahmaputra, thereby spoiling the scenic beauty of the riverfront.

He said stringent rules would have to be enforced to prevent the billboards from hampering the city beautification drive.

He said not only do the unauthorised billboards spoil the look of the city, but also deprive the GMC of much-needed revenue.