GHMC to Launch AdMIRE Digital Platform to Monitor Outdoor Ad Assets Across Hyderabad

The Greater Hyderabad Municipal Corporation (GHMC) has initiated the process of introducing a digital system to bring advertisement assets across Hyderabad's Core Urban Region (CURE) under a unified digital framework. The initiative is designed to strengthen regulatory enforcement and improve civic revenue mobilisation.

The proposed Advertisement Monitoring, Inspection, Revenue and Enforcement System (AdMIRE) will operate as an integrated web and mobile platform for end-to-end management of outdoor advertising assets across the urban region. It will facilitate machine-readable identification, GIS-enabled location verification, field monitoring, digital inventory management, revenue assessments, payment tracking, and compliance enforcement.

The CURE framework brings together multiple civic and infrastructure agencies under the overall supervision of the Municipal Administration and Urban Development (MAUD) department. These include the GHMC, Malkajgiri Municipal Corporation (MMC), Cyberabad Municipal Corporation (CMC), Telangana Industrial Infrastructure Corporation (TGIIC), Hyderabad Metropolitan Development Authority (HMDA), Hyderabad Metro Rail Limited (HMRL), and L&T Metro Rail Hyderabad Limited (L&TMRHL). As the nodal agency, the GHMC has invited proposals to design, develop, implement, operate, and maintain the AdMIRE platform.

Under the planned system, approximately 3,000 to 4,000 hoardings and unipoles on private sites and nearly 20,000 other outdoor advertising structures will be catalogued. These assets encompass pole kiosks, bus shelters, traffic umbrellas, central medians, foot-over-bridges, and obligatory spans.

Each advertisement structure will be assigned a unique machine-readable identifier, such as a QR code, barcode, RFID tag, or NFC tag. Field inspection teams will scan these tags using a dedicated mobile application to access asset history, approval validity, and compliance records directly on-site.

The multi-tenant design of the platform will allow participating urban local bodies and agencies to manage their own datasets independently, while providing the GHMC with a consolidated overview of assets and revenues. The software will also digitise the granting of advertisement permissions, automate fee and penalty calculations, and mandate geo-tagged field inspections.

Civic authorities expect the AdMIRE platform to standardise outdoor advertising procedures across the metropolitan area, eliminate revenue leakages, and generate real-time data regarding ad assets, compliance status, and enforcement actions.