The advertising agencies naturally put up billboards and hoardings because those are part and parcel of their trade. However, some of them, too, are complaining that the situation may have gone a bit far.

Says Ram Ray, chairman and managing director of a well known advertising firm: "The way the billboards are coming up at frequent intervals is a matter of grave concern. It is definitely leading to visual pollution. Not only are they hampering the natural skyscape of the city, they are also deprecating the significance of billboards as a whole."

Ray feels that the recent rise in the number of billboards is also bad for advertisers. "With hoardings and billboards coming up so fast, the whole significance of good advertising is lost, so is the message. Many a times we notice that billboards are hauled up just for the sake of advertising. They are inane," said Ray.

Others feel that the KMC's negligence over this issue is deliberate. "We all know that the Dalhousie Square has been declared a heritage spot, but we still find menacing hoardings obstructing the views of important heritage buildings. Some of them are also illegal. The reason is all clear. Just because the KMC gets money from these companies, they are reluctant to pull down the billboards of these companies," said Tapan Gooptu, president, Concern for Calcutta, a NGO that works to better the way Kolkata looks.

However, Gooptu feels that Mayor Bikash Ranjan Bhattacharya should take a serious look into the matter. "It's not that the billboards are a big nuisance, In fact, if placed strategically, they can improve the visual beauty of the city," he added. Like, Gooptu is of the view that some of the billboards put up on EM Bypass actually make the sweeping better.

The Mayor, when contacted, said: "Even though an order was passed to pull down all big, clumsy and illegal hoardings present in the Dalhousie Square, it has not been implemented as yet. Work is in progress and we hope to do the needful pretty soon."

However, the Mayor does not talk of the plan for the rest of the city. But a member of a renowned advertising agency revealed to Newsline, on conditions of anonymity, that the Public Works Department (PWD) and the KMC had passed an order to haul down illegal hoardings.

But no stringent steps have been taken. The PWD selects the sites where the billboards can be put up and it is said that only the sanctioned ones are allowed to stay. But the actual scenario is just the opposite. Billboards, both sanctioned and illegal, crowd the city due to the apathy of the authorities.

Taking advantage of the KMC's slackness, companies often pull down billboards of other companies to replace those with their own. There are also allegations of connivance between the municipal staff, the PWD and some of the advertising companies. The malpractice is deep rooted, sources say.

Veritable eyesore
"The oversized billboards are definitely a distraction. They hurt the eye while driving because of the bright lights used on them. Also the scenic beauty of the place is lost with the big hoardings cutting off the view of the sky," said Swapan Mukherjee, a regular commuter on the EM Bypass.

Actor Sabyasachi Chakraborty says: "The billboards in Dalhousie Square should be pulled down as they unnecessarily block the views of heritage buildings. They are an eyesore. The KMC should make an honest effort to pull down the illegal hoardings. Legal hoardings should be placed strategically," said Chakraborty.

Future course of action
With this increasing problem, some of the advertising agencies are making an endeavour to give the billboard scenario a much-needed makeover. Ram Ray for example, confirms that the government is contemplating a change.

"We have visited Dalhousie Square with the Mayor. I have proposed the introduction of theme-based advertisement hoardings and hope to find a sea change fast enough. Different companies have been intimated, and work is on to pull down illegal billboards. However, the work is proceeding gradually for, some administrative groundwork is yet to be completed," said Ray.

Soumen Majumdar, research executive of another advertising agency says : "We are trying to put up our billboards at strategic places. Our agency is also all for theme-based billboards that attract tourists."