Madhumita Mookerji. Kolkata

Elevator News Network a company providing multimedia entertainment and digital advertising on dig­ital screens fitted in office ele­vators, is stepping out of lifts into more lucrative corridors. The company will now put up screens in malls, luxury coaches and commercial spaces, apart from lifts. Mall merchandising is the key area that ENN, a division of ENN International, is eyeing in India. The company is in parleys with mall owners in Mumbai and Delhi for generating content for digital signagenage.

Ashok Sharma, CEO, ENN, said, "Individual stores can display their products or mall owners can display the entire shopping area."

The company, through its newly-launched network ENN Metros, aims to provide a complete solution to commercial towers and office buildings in metros and also to advertisers who want to reach a specific target audience. ENN is already in talks with two realty giants in Delhi and Gurgaon.

Through ENN - On the Run, it will roll out its services in luxury coaches and buses across metros by providing live news and updates and 40 different programming.

ENN, which entered into a technological tie-up with Helius Inc. of Canada for its India foray, is eying a 7-10°% share in the country's out-of­home advertising (OOH) pie in three years. The total OOH market in the country is pegged at Rs 2,500 crore.

m_madhumita@ dnaindia.net