Advertisers told to submit position on Makati signage plan

MAKATI, Philippines - The Makati City government on Thursday reminded billboard owners and outdoor advertisers in the city to submit their respective position papers on the city's proposed billboard and signage master plan by January 10, 2014.

The city government last December 16 held a public hearing at the Makati City Hall to get inputs on the city's proposed billboard master plan.

Around 185 stakeholders attended the morning and afternoon sessions of the hearing where they had the chance to comment and discuss the documents, which contain proposed rules, regulations and other matters involving the design, construction, installation and maintenance of billboards and signage in Makati.

City Councilor Leonardo Magpantay, chairman of the Housing, Urban Development and Resettlement Committee, urged  stakeholders to submit their position papers to his office at the 19th Floor, Makati City Hall by January 10.

"This is to ensure that their views and inputs will be duly considered and, if feasible, adopted into the final master plans that the City Council will ratify through an ordinance," said Magpantay.

Under the proposed billboard master plan, no billboard or electronic display shall be allowed within 50 meters of the outermost portion of all interchanges or right-of-way of all underpasses, bridges,station/terminal/inter-modal/multi-modal structures.
Also, no billboards shall be allowed to be put up atop buildings and structures.

Billboards will also be prohibited within 50 meters from the center of an intersection to keep it free of distractions to motorists and reduce, if not eliminate, the risk of vehicular accidents. Likewise, no part of a billboard or electronic display, including its support structure, shall be placed upon natural features such as trees and rocks.

Billboards or electronic displays will not be allowed to be erected in a way that will obstruct any emergency exit, fire escape or other openings of all buildings in the city. Using them to wrap buildings shall also be prohibited, particularly on all types of residential and office buildings, and above-grade parking buildings where exhaust venting may be severely compromised, and where occupants may be deprived of natural light, ventilation and view.

Under the proposed signage master plan, a maximum of six pieces of signage will be allowed per building to prevent clutter. For temporary signs, which shall be limited to hangings such as buntings, banners and posters mounted on existing posts, fences or buildings, shall be required to show date of expiry, with a maximum of 30 calendar days, renewable. Removal of temporary signage will be at the owner’s expense, or if removed by the City, the costs will be charged to the owner’s account.

Some 105 participants, including those from the national government agencies (DOTC, DPWH, MMDA), academia, church, engineering associations, media, barangay officials and city government personnel,  attended the morning session of the public hearing.

The barangay officials, in particular, voiced their wish  to be involved in the monitoring of billboards that proliferate in their barangays, which were erected without their prior knowledge. They also said that billboard operators should also seek a barangay clearance before erecting a billboard structure.

The afternoon session had 80 participants coming from the billboard industry, private businesses, developers, advertisers and other sectors, as well as city government personnel. Among the concerns they aired were about the maximum number of signage that can be allowed per building, the basis of the charges and fees for a permit, and the space within the 50-meter distance from an intersection that should be free from billboards.

The participants were informed that a board tasked to review content and design will be constituted after the passage of the ordinance adopting the billboard and signage regulations. The city government invited them to submit their nominations for the composition of the body, preferably together with their position papers.

Details of the Makati City Billboard and Signage Master Plans for 2013-2023 can be accessed at the website of the city government, the Makati Portal at www.makati.gov.ph.  - Mike Frialde