Corporation eyes income from holograms hoardings

THIRUVANANTHAPURAM: Every hoarding that towers above high-rises and tucked beside sidewalks in the city is expected to bring money into the Corporation’s purse. But, over the years, the City Corporation has been left thinking as to where its money goes. Finally, to tap in all the pennies that it deserves in the way of ad tax, the Corporation has decided to give out special holograms along with the licence for the hoardings which would tip-off the Town Planning officials as to whether the hoardings are legal or not.During the time of the previous Council, the Finance Committee officials had given out a sticker along with the licence which was to be stuck below the hoardings. But nothing came of it. The stickers became a mockery of the Corporation’s plans as ad agencies simply did not care. The present Council, however, seems determined to bring in a new system, whereby the official in charge can easily find out the essential data regarding the hoarding through the hologram. "The period of licence, the format - like the specific size and shape - for which the licence was issued and the type of licence can be made out from the hologram. It should be stuck below the hoarding along with the advertisement company’s name,’’ said G Happykumar, Deputy Mayor. According to Corporation officials, when an ad agency approaches the local body for a licence to put up the hoarding, it would be given the holograms too. This, after all the necessary information is collected. The bill collectors who go out for routine checks would now see to it that the holograms are part of all hoardings. Those without the holograms stand the chance of touching the ground anytime. The C-DIT has been assigned with the responsibility of bringing out the holograms. But before the project has seen light, the partners-in-arms seem to have strained their relationship. The Corporation has blamed the C-DIT for delaying its project, which should have taken off long ago. But, when contacted, C-DIT Deputy Director K G Jayan said the holograms are ready and would be handed over to the Corporation on Saturday. The project could be seen as a move by the Corporation to plug all holes through which its taxes are leaking. For, tax collection is one area where several of its projects have proved a let down.