In order to strengthen its product and partnerships portfolios with greater market focus and customer orientation, the Broadcast Audience Research Council (BARC) India has roped in Aaditya Pathak as Executive Vice-President, Partnerships and Growth and elevated Elbert D’silva to lead the Product Leadership and Excellence Team. In their new roles, both Pathak and D’silva will report to Romil Ramgarhia, COO of BARC India.
Pathak has had a career spanning over 19 years across various genres of television like Hindi GEC, movies, sports, niche and infotainment. In his last role as Senior Vice-President and National Sales Head, Sony Pictures Entertainment, he was responsible for pan-India advertising revenues of Sony Pix, Sony Pix HD and Sony Le Plex. Prior to Sony, Pathak was associated with Discovery Networks Asia Pacific, ESPN Star Sports and Zee Network.
After a successful stint in Partnerships, 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.
Partho Dasgupta, CEO, BARC India, 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 of BIO News and the Think Initiatives, we are further strengthening our Product Leadership and Excellence Team under Elbert’s able guidance. We will also be synergising our teams to improve and refine our servicing to build better client relationships with Aaditya helming this from the front.”