Broadcasters should remain out of BARC, suggests Uday Shankar He remarked that BARC did not align itself well with the vision of the 21st century. 17 Feb, 2021 - 05:35 PM IST | By indiantelevision.com Team NEW DELHI: Former Disney and Star India boss Uday Shankar is not known to mince his words. In a conversation with Madison Group CEO Vikram Sakhuja during Madison’s annual ad report announcement, Shankar suggested that broadcasters should get out of the TV measurement system in the country under the Broadcast Audience Research Council (BARC). Expressing his concerns over the “unhealthy obsession with measurements,” Shankar said the focus should instead be on long term health and strategy of the business. “We need a currency for business, but over the years, we have turned it into a measurement of success. It has led to too much distortion. The degradation that we have seen is dangerous, to say the least. I think the broadcasters should remain out of it. The recent controversy and the unsavoury fall out is a good enough reason to move out.”