BARC India Board has elected Sudhanshu Vats, Group CEO, Viacom 18 as its new Chairman. The move comes in after Punit Goenka, MD & CEO Zee Entertainment successfully completed his tenure as BARC India Chairman.
BARC India, the Joint Industry Company (JIC) of broadcasters, advertisers and advertising agencies, has successfully launched the TV measurement currency and has successfully expanded measurement of TV viewership to Rural India. BARC India recently also launched monitoring of geo-targeted ads through its split beam monitoring service.
Vats has been associated with BARC India since its inception and has been part of all the developments as a member of the Board of Directors.
"It is indeed an honour and a privilege to be elected as the Chairperson of BARC India. In a span of two years, BARC India has been able to build a strong TV viewership measurement system. I’m honoured to have been given the opportunity to take the work being done by the entire team to the next level. I feel privileged because this comes at a time when our industry is about to enter its next growth orbit and a robust, comprehensive measurement system will only accelerate this transition. Finally, measurement and analytics is an area of personal interest and I couldn’t have asked for a better way to learn more about it," said Vats.
“Being the Chairman of BARC India has been a great experience. It has been a great ride, and indeed an exciting one. We started off with certain ideologies of being transparent, robust and being able to measure “What India Watches”. The team at BARC India has been able to achieve this. We brought in a lot of changes in the TV viewership measurement system in order to make it comparable to global standards and to a great extent have been able to achieve that. I wish Sudhanshu all the best for all the future endeavours,” said Goenka.
“We welcome Sudhanshu as our new Chairman. Being a veteran in the industry, Sudhanshu will bring in his larger perspective in the Media and Entertainment space. Punit, as the first Chairman has given the team the right thrust and the BARC team thanks him for his whole hearted support” added Partho Dasgupta, CEO, BARC India.