Vikram Sakhuja replaces Shashi Sinha as Chairman of BARC India's Technical Committee

Madison Media & OOH Group CEO Vikram Sakhuja has taken over as the Chairman of Broadcasters Audience Research Council (BARC) India's Technical Committee. He has replaced Shashi Sinha, IPG Mediabrands India CEO, who served as BARC TechComm Chairman since 2012. Sinha has joined the ten-member BARC India board which has representatives from the Indian Broadcasting Digital Foundation (IBDF), Advertising Agencies Association of India (AAAI), and Indian Society of Advertisers (ISA).

Reacting to Adgully, he said: "It is great to be on the BARC Tech Committee. Hoping to build on the validity and reliability of viewership data." He said that his priority will be to make sure that the industry stakeholders continue to trust the BARC data as it is the official currency for the broadcast sector.

With around three decades of experience, Sakhuja has been part of several industry bodies including Advertising Standards Council of India (ASCI), Audit Bureau of Circulations (ABC), Readership Studies Council of India (RSCI), BARC, and FICCI.

Apart from Sakhuja, TechComm also comprises former Hindustan Unilever Head Media Services - South Asia Gauravjeet Singh and media veteran Rohit Gupta, who is currently serving as Advisor to the Sony Pictures Networks India Board.