The problem of outdoor advertising supervision LED and countermeasure thought

In recent years, with LCD and led screen, as a representative of the outdoor video media market got huge development industry quickly to the size of the billions of dollars, and keeps rapid development momentum. With the development of science and technology, electronic led display screen technology in all the fields of society is more and more widely used, especially in outdoor advertising field. Using the technology to release outdoor advertising information, updated quickly, liquidity is strong, but also to law enforcement supervision with larger difficulty.

A, outdoor advertising led panel display characteristics

New forms of advertising, a wider audience. The led display is widely used in many public places, passenger transport arteries and through the intuitive, image, vivid advertisement form of active attention attracted viewing, the audience a wider, more than traditional media compulsory exciting to watch. In addition to outdoor advertising outside, still can release information, and enriching people's cultural entertainment life, well received by the people's sure and loved. According to the leading domestic market research institutions CTR data showed that, since 2009, after the newspaper advertising media negative growth, outdoor advertising media growth rate as high as 79%, of which outdoor led display screen advertising occupy 35% of the market share, but also will keep growing strong momentum.

Second, the LED outdoor advertising regulatory difficulties

No normative documents management difficult. For the moment, how to set up electronic led display screen, setting standards are not yet available for specific, operational files, this caused part have electronic led panel display market main body to the administrative authorities for industry and commerce for registration is release all sorts of selling goods or services of outdoor advertising.

Illegal advertisement and difficult. electronic led display can through the sound, light and audio, video released effect a large quantity of information outdoor advertising, advertising operators use of this part of the business, often the approval, registration issued by the time limit range commercial advertising, even released some false, exaggerated, illegal outdoor advertising, and disturbing the advertising industry to the normal supervision order, damage the legitimate interests of the consumers, but because of its advertising content updated quickly, the illegal behavior in time to collect evidence, lead to the illegal act and difficult.

Bull regulatory field of difficult. The examination and approval of outdoor advertising set unit for urban management department, outdoor billboard advertising company in business Settings ownership of outside, the rest mainly to telecommunications, postal services, traffic management, civil affairs departments have, and outdoor advertising content to industry and Commerce Department for examination and approval, the urban management department agreed to operators in setting electronic led panel display was not told of the ministry of commerce and industry, this will give industry and Commerce Department regulatory difficult.

Three, LED outdoor advertising regulatory measures

Establish ABC level management system. To use electronic led panel display releasing outdoor advertising, should be issued standardization, operational regulations, rules or documents, make supervision department, rule-based barriers. At the same time, to use electronic led display release of outdoor advertising business, establish ABC level management. Class A: A year not published any false illegal outdoor advertising, released to the outdoor advertising to industry and Commerce Department in time register; Class B: a year slightly released false illegal outdoor advertising and release of outdoor advertising to industry and Commerce Department timely registration, shall be ordered by the rectification, can arrive on schedule rectification; Class C: a year issued severe false illegal outdoor advertising and release of outdoor led screen advertising to industry and Commerce Department timely registration, shall be ordered by the rectification, not on schedule in the rectification. To assess for A level of manage door can, in its business premises suspension "outdoor advertising sincere letter unit" tablet; To assess for class B of outdoor advertising requirements according to manage an appropriate increase patrolled frequency; To assess the manage door except for grade C increase the search frequency, to establish the illegal behavior parameter, refuses to release the rectification of illegal or release illegal behavior of false advertising, serious investigation.

Strengthening the supervision of collaboration between the unit, implement management. The outdoor advertising supervision unit at the county level shall establish a perfect system of joint conference, regulatory information told a series of cooperation can improve the system of the strength of the rules and regulations, and by strengthening the cooperative efforts, change the bull regulatory phenomenon, exchange, form effective regulatory force, to punish use electronic led panel display release of outdoor advertising illegal behavior. Establish control by the masses mechanism. Give full play to people's power, by setting up a public telephone report, the obligation to employ a supervisor and other measures, common participation to the false illegal outdoor advertising regulation.

Establish autonomic alliance of some. Operators engaged in business activities purpose is to earn the most profits, so it cannot be given to boycott the use of electronic led panel display releasing outdoor advertising, to do well the guide, education work, let the understanding to earn economic interests and the legitimate outdoor advertising can release a "win-win". Industry and Commerce Department can guide the advertisers, advertising agents and advertisement publishers to establish autonomic alliance, with the power of the organization to monitor lawlessness.

Four, end

CCTV becomes the CCTV, it is because of China's every household has at least have a TV set, make CCTV network can cover one billion three hundred million China's population, and then bring CCTV is shake competitive advantage. Outdoor led display for advertisers is concerned, is advertising to the outdoor from indoor channel the effective extension. Outdoor LED display operators in the competition to get similar CCTV competitive advantage, must be considered for outdoor LED by media coverage of the integration of resources to construct the main domestic urban crowd of outdoor LED media network. But the author is from the practice perspective, the outdoor led display media resource integration of all kinds of factors in the process of the obstacle is concluded, and analyzes the related countermeasures and main solution, and expect to promote outdoor media resource integration process LED can have certain reference.

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