The Parks and Horticulture Authority has presented underpasses and overhead pedestrian bridges under its authority for commercial advertisements to increase its revenue. Director-General Mohammed Tahir Watto claimed on Tuesday that the department is anticipated to offer 11 underpasses and an equal number of overhead bridges, primarily by the canal, but not restricted to it for statistic advertisements.
The PHA anticipates earning slightly over Rs. 85 million per annum from this initiative. These underpasses are located on both sides of the canal from Dharampura to Dr. Hospital, Gulab Devi Hospital, and the Lal Shahbaz Kalam underpass. The Parks and Horticulture Authority took control of security landscaping operations at these underpasses via an agreement with the Traffic Engineering and Transport Planning Agency, TEPA, in the month of February.
This agreement also provides the PHA the right to earn revenue from advertising at the underpasses. Likewise, the department is anticipated to provide pedestrian bridges on Canal Road, Syed Maratib Ali Road, Punjab University Gate 4, Jinnah Hospital, Wafaqi Colony, Johar Town, H Block, Nazariya-e-Pakistan, Aiwan-e-Qaid-e-Azam, etc.
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As per the Watto, this initiative is considered to be part of a broader plan to enhance the source revenue of the PHA. The PHA had produced a record of Rs. 2.5 billion in revenue in the previous fiscal year by leveraging commercial advertising opportunities on pedestrian bridges and other infrastructure.
The Parks and Horticulture Authority aims to produce a steady and reliable stream of income, he claimed. This approach is considerably important as we look to minimize its dependency on external funding and ensure long-term financial stability.Â
This initiative by the Parks and Horticulture Authority will pose various positive impacts.
- Firstly, by executing underpasses and overhead bridges for commercial advertisements, the PHA can contribute massively to boost its revenue. This additional stream of income is anticipated to be reinvested into the infrastructure of the city, including green spaces and public amenities, improving all-inclusive urban development.
- Secondly, the revenue collected from these advertisements can be further reutilized to maintain and improve the overall infrastructure of the city, like gardens, parks, and other public spaces. This heavily contributes to a better quality of life for the people living there providing a well-maintained and attractive urban environment.
- Thirdly, this initiative motivates local businesses and brands to advertise and enhance economic activity within the city. High advertising opportunities are anticipated to create more jobs in marketing, media, and other related sectors.
- Fourthly, with a steady and reliable source of income from advertising, the PHA is anticipated to minimize its dependency on government grants and external funding. This financial independence permits a more autonomous city to make a sustainable operation.
- Fifthly, via careful selection and placement of advertisements, the PHA is anticipated to improve the visual appeal of underpasses and pedestrian bridges, converting plain structures into visually engaging and aesthetically pleasing features of the city’s cap.
- Sixthly, this initiative is considered to be part of the broader strategy to create a self-sustaining revenue model, which is suitably aligned with long-term urban planning initiatives. It highlights proactive governance and foresight, assuring the financial health and infrastructure development of the city.