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| Type | NFR Policy |
|---|---|
| Topic | advertising |
| Currency | Currency not verified |
urban. In order to promote cashless payment Indian Railways is providing Point Of Sale machines for facilitating payment by cards and promoting ticketing –both reserved and unreserved – through IVRS, Ticket Vending Machines installed at stations, internet and mobile applications and also providing additional cashless payment options through Wallets ● Indian Railways shall offer Non-Fare revenue contracts for a…
Initiatives to Increase Non-Fare Revenue and To Promote Ease of Ticketing Through Digital Transactions Launched Minister of Railways Shri Suresh Prabhakar Prabhu inaugurated the following policy initiatives viz., Policy Initiatives of Increasing Non Fare Revenue like Out of Home Advertisement, Content on demand, Branding of Trains, Non-fare Revenue Policy, ATM Policy and Initiatives promoting ease of ticketing through digital transactions (for reserved as well as unreserved passengers) here today. He also released a documentary film on Jammu Kashmir Railway Network. Minister of State for Railways Shri Rajen Gohain was especially present on the occasion. Chairman, Railway Board, Shri A. K. Mital, Member Traffic, Railway Board Mohd. Jamshed, CMD, IRCTC Shri AK Manocha, other Railway Board Members and senior officials were also present on the occasion at Rail Bhawan. Speaking on the occasion, Minister of Railways, Shri Suresh Prabhakar Prabhu said that various steps are being taken towards promoting digital transactions. He also said that new innovative ideas are brainstormed for increasing the non fare revenues of Indian Railways and many policy initiatives in Non Fare Revenue have now been taken. Minister of State Shri Rajen Gohain said that Non Fare Revenue efforts of Indian Railways will bring in enough revenue. The cashless transaction initiatives will bring in more efficiency. INITIATIVES TO INCREASE NON-FARE REVENUE In pursuant of the Budget announcement, for increasing the Non Fare Revenue, Ministry of Railways has announced new policies on various initiatives within the Non-Fare Revenue space. These policies will look into different areas ranging from advertising in trains and other areas such as bridges and other assets, setting up of ATMs at platforms to digital content for passengers. Salient Features of the Policies: The policies are based on feedback from the key players in the industry. Some of the key inputs considered in the policies are: ● Long Term Contracts – 10 years ● Single Point of Contact within Indian Railways - Non Fare Revenue Directorate ● Credibility of Partner - including a technical and financial capability model ● Transparent Process - E- Auction ● Better media planning for Railway assets – Allowing zone/train/station wise packages Key Policies: 1. Non-Fare Revenue Policy: ● The objective of the policy is to allow Indian Railways to consider unsolicited proposals of earnings through Non-Fare sources ● An NFR Evaluation Committee at Divisional/Zonal level shall examine need, operational and legal feasibility of the project and technical and financial capacity of the proponent ● Agencies will selected on the basis of transparent tendering process via E-auction ● Right of First Refusal to be offered to the proponent to match the highest bid ● Indian Railways shall offer Non-Fare revenue contracts for a tenure of five years ● The Non-Fare Revenue Policy shall enable private/public sector participation in conceptualization of an earning scheme ● Entire exercise shall be cost-neutral to the Indian Railways 2. Out of Home Advertising Policy: ● The objective of the policy is to allow monetisation of Railway Assets by means of advertising ● Indian Railways had appointed RITES as consultant who appointed Ernst & Young as Professional Media Market Evaluation Agency (PMMEA) ● In addition to the existing identified sites, Indian Railways shall allow advertising at areas hitherto unused, i.e., area along tracks, Road Over Bridges, Level Crossing Gates etc. ● Static advertising will not be permitted in the station buildings, platforms, foot over bridges (leading to station area), etc., as it is covered in Rail Display Network ● Indian Railways shall allow all forms of advertising, including digital to make the most use of advertising potential. ● The advertising rights to be awarded for ten years ● The advertising asset package sizes to be offered
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