BARC India, which has been pushing the envelope further for the ecosystem of broadcasters, marketers and advertisers and media buyers by enabling them with more than just television viewership ratings, has strengthened its partnerships and product portfolio in a move that signals a bigger focus on building its non-traditional revenues, and thereby providing greater and additional salience to marketers and media buyers.
It has appointed Aaditya Pathak as Executive Vice President-Partnerships & Growth, and has elevated Elbert D’silva to spearhead the Product Leadership & Excellence Team. BARC India has made these appointments to strengthen its product and partnerships portfolio with greater market focus and customer orientation.
Both, Pathak and Elbert, will report to Romil Ramgarhia, COO of BARC India.
Speaking on the appointment, CEO, BARC India, Partho Dasgupta, said, “At BARC India, we are constantly evolving – from launching unique products to improving client servicing and now looking at non-currency initiatives to provide better industry insights for businesses. After the success that BIO News and the Think Initiatives have enjoyed, we are further strengthening our Product Leadership and Excellence Team under Elbert’s able guidance. We will also be synergizing our teams to improve & refine our servicing to build better client relationships with Aaditya helming this from the front.”
Pathak has had a rich career spanning over 19 years across various genres of television like Hindi GEC, Movies, Sports, Niche & Infotainment. In his last role as Senior Vice President & National Sales Head-Sony Pictures Entertainment, he was responsible for Pan India Advertising revenues for Sony PIX, Sony PIX HD and Sony Le Plex. Prior to Sony, Aaditya was associated with Discovery Networks Asia Pacific, ESPN Star Sports and the Zee Network.
After a successful stint in Partnerships, Elbert D’silva will now be leading the Product Leadership and Excellence Team at BARC India. The partnerships and product teams will focus on non-traditional revenues along with building the traditional business model further. There will also be a push on non-currency products as per market demands which will ensure annuity to the business.