SHILLONG, July 22: Shillong’s ‘Smart’ infrastructure is officially going commercial as Shillong Smart City Limited (SSCL) moves to monetise its digital display network, inviting private players to turn public information screens at major junctions into digital billboards.
The SSCL has issued an Expression of Interest (EOI) to corporate entities, advertising agencies, and local businesses to assess the commercial potential of Variable Message Displays (VMDs) and Smart Pole Digital Billboards across the city. Issued on July 16, the EOI serves as a market assessment and price discovery exercise before the infrastructure is fully opened for digital advertisements.
While these screens were originally intended to provide public information such as traffic updates and weather alerts, the focus is now shifting toward revenue generation. The network includes large-format LED screens (4m x 2m) at major traffic junctions and compact digital billboards (0.9m x 0.6m) at strategic urban locations.
The displays are capable of showcasing static ads, graphics, and high-decibel videos or animations. All content will be centrally managed through the Integrated Command and Control Centre (ICCC), the facility originally designed to serve as the city’s hub for security and disaster management.
SSCL is seeking stakeholder feedback on advertisement duration, frequency, and booking models to frame future policies. The proposed locations cover the city’s most congested and prominent areas, including Barik, Civil Hospital Junction, Police Bazar, Laitumkhrah, Polo, and the Additional Secretariat.
The move to commercialise these screens comes as residents continue to navigate long-standing infrastructure issues, raising questions about whether the generated revenue will be used for urban maintenance or if the screens will simply become another distraction for motorists at busy junctions.
