CNN Central News & Networks / ITDC India ePress / ITDC News /Agencies/ Bhopal: Mumbai. A controversy has begun over a plan to install floating LED advertisements along Mumbai’s seafronts. The Maharashtra Maritime Board’s (MMB) initiative has been opposed by citizens living along the coast, environmental organisations and political leaders. People say Mumbai’s open and beautiful sea view is already becoming limited. In such a situation, installing large advertisements in the water will affect the natural view.
The MMB has issued tenders to install advertisements at several key marine locations in the Mumbai Metropolitan Region. The proposed sites include Juhu Beach, Lotus Jetty, Bandra-Worli Sea Link Jetty, Carter Road and Marve Jetty. Of the 19 tenders issued in September, 10 are said to relate to floating advertisement barges and nine to illuminated hoardings. The proposed advertising structures are said to be around 40×40 feet in size.
After the opposition increased, Maharashtra Ports Minister and MMB chairman Nitesh Rane clarified that of the four proposed floating hoardings, two already exist near the Sea Link and only two new ones are proposed.
Residents who have spent crores of rupees to buy homes along the seafront say the open sea view from their balconies is a special feature of their homes. A resident of Versova said a three-bedroom flat with an open sea view can cost up to around Rs 18 crore. In such a situation, seeing LED advertisements in front of them would be disappointing.
Shiv Sena (UBT) leader Aaditya Thackeray has written to Chief Minister Devendra Fadnavis demanding that the plan be stopped. Environmental organisations have also expressed concern over the possible impact of bright artificial light on marine life and coastal biodiversity. The issue has now become a matter of debate between the city’s development, revenue from advertising and protection of the marine environment.
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