While speaking to indiantelevision.com, Midday Outdoors western region head Joseph Ramsey also points out that there has been a growth in the outdoor advertising market. "We have bagged major telecom clients such Reliance and Tata Indicom. In fact, the WLL mobile companies are using outdoors in a major way in their effort to lure consumers with their new schemes and offers. TV channels have increased their spend on outdoors include Zee TV, Sahara TV and Sony TV."

Recently, Zee TV has taken up several hoardings (including suburban railway stations) in Mumbai for its new show Awaaz; Sahara hoardings for Karishma - The Miracles of Destiny have been dotting the city's landscape since May; Sony has also been using outdoor advertising for Naam Gum Jayegaamongst others.

However, Ramsey says that the latest development in the outdoor advertising scene in Mumbai - namely gantries that have come up - has run into rough weather. Consumer activist Anita Pandole, who has been spearheading the movement for removal of hoardings (wherein trees have been cut for hampering visibility of hoarding and others that come under the CRZ category) has actively taken up the case of the gantries. The efforts of Pandole has resulted in a stay order from the high court as far as gantries are concerned.

Joseph also adds that a new innovation in bus shelters that has come up recently is a neon bus shelter mounted at Peddar Road in south Mumbai.

Midday Outdoors claims to have become one of the leading outdoor player and control over 33,000 sites spanning well over a million square feet in Mumbai. The outdoor business currently controls some of the largest and most prestigious tender contracts in outdoor signage through existing contracts with BEST (Brihanmumbai Electric Supply & Transport) and MSRDC (Maharashtra State Road Development Corporation).