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OOH growth to ride on technological advances

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MUMBAI: From pasteless posters, energy-saving bulbs, digital billboards to the fast-improving audience measurement techniques, the out-of-home (OOH) industry is poised to be the most vibrant industry in the next decade.




Speakers at the session entitled “It‘s Drive Time for OOH” were unanimous with regard to the potential of OOH. They also agreed that the category‘s continued strength owes to the explosive technological advancement, digital outdoor media proliferation and fragmentation of other mass media.



In his presentation, OOH veteran and UK‘s Outdoor Advertising Industry Advisor Dennis Sullivan defined OOH as the most powerful mode of communication. “It‘s the most creative medium because since it doesn‘t target a specific audience – in fact, it targets everyone – it can easily evoke emotions, and make you smile and sometimes cry.”



Sullivan also mentioned that globally OOH has $35 billion share in advertising, and added that some of the principal factors driving the growth of OOH are as follows: change in lifestyle; ownership consolidation (car has become the new lounge for families, and TV audience has declined); investment; audience measurement, etc.




“60 per cent of the world will live in cities by 2030 and this augurs well for the OOH industry since OOH is definitely an out-and-out urban medium of communication,” said Sullivan.



To give an Indian dimension to the forum agenda, Future Media CEO Partho Dasgupta discussed the changing face of the Indian consumer. “The Indian consumer is changing in his/her attitude to the market. For example, the number of financially independent women is increasing, and in tune with urbanization, we have now a credit society from the traditional savings society.”



“The media is also rising, and this is exemplified by the fact that almost very month a new channel is launching. Moreover, the growth of modern trade is influencing the Indian consumer, and this has led to the proliferation of screens in particular and OOH in general,” explained Dasgupta.




Lehman Brothers SVP David Dorfman, who is also a successful OOH practitioner, touched on the digital media in the OOH advertising industry. According to Dorfman, “Digital technology is impacting ‘outdoor.‘ And since outdoor is local, people are more receptive when it comes to OOH advertising.”



To explain the power of OOH, Dorfman said that it offers ‘face-to-face‘ impact (airport advertising, mall displays, transit and kiosks, etc.) and maintained that digital advertising will change the way people perceive outdoor advertising.

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Event Coverage

Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026

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MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.

Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.

A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.

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                                              Glimpses of Anime India Mumbai edition

Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.

Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”

“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.

The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.

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Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.

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