Head-Partnerships – BARC India
Elbert Dsilva, currently Head-Partnerships at BARC India, is one of the first few to have joined the joint industry company set up to measure TV Viewership habits of the 836 million TV Owning Individuals in the country.
In his early days at BARC India, he was entrusted with the Business Development role where he was responsible for the Broadcaster vertical. In his three year stint, he has grown up the ladder and is currently leading the Broadcasters and Media Agency Business at BARC India. He was also part of the team that worked on the launch of Out of Home (OOH) TV viewership measurement, a first in the country.
Elbert moved to India after a brief stint in the IT industry in the Philippines. In India, he started his career with Madison Media where he handled Media Planning & Strategy for accounts like Cadbury (now Mondelez), Godrej, Asian Paints & Radio Mirchi, etc. After spending 3 years in Media Planning, Strategy and Buying space, Elbert moved to Viacom18 in 2008 and was part of the team that helped launch Hindi GEC – Colors. In his 7 years stint at Colors, Elbert handled Sales Strategy, Revenue Planning, Inventory Management and Sales. He was also head of the team that implemented SAP across the network for the entire Revenue function.
With experience on both the Broadcaster and Agency side, Elbert has a rich understanding of the content, revenue and planning side of the media industry