Resolving split in TV audience measurement system a top priority for new MSA president


( – The Media Specialists Association (MSA) has announced Yap Chee Weng, CEO of Dentsu Media Malaysia as its new President and Sivanathan, CEO of Trapper Media Group as the Vice President at the Association’s recent Extraordinary General Meeting (EGM) held on July 22.

Yap, 49 a 26 year veteran in media management is also currently serving as Chairman of the Audit Bureau of Circulation Malaysia (ABCM).

Resolving the highly debated issue of the single media currency was the top priority for the association’s new president.

“The most critical issue that the Media Specialist Association (MSA) is dealing with is the split TV audience measurement systems, which we are working very closely with the Malaysia Advertisers Association (MAA), as well as Astro, Media Prima Group, and research partners to address this challenge of standardising the Dynamic TV Audience Measurement (DTAM) and TV Audience Measurement (TAM).

This is integral, as a matter of fact, a topmost priority in MSA’s agenda. It will provide a consolidated point of reference that serves as a definitive guide, eliminating any lack of clarity with the current systems, for the benefit of media owners, planners and clients alike.

Yap shared that he was committed to driving the initiative to audit, evaluate and determine the best option for the industry and that they were close to finding a solution and were working towards a consensus between all parties to use a single methodology that could be used as a long-term solution.

Nurturing the new generation of media talents were also important to the association and they were currently looking to advocate partnerships between educational institutions and MSA member-agencies

Earlier in May Andreas Vogiatzakis was appointed as the MSA president, however, has been replaced having announced that he was joining Havas Media Malaysia as the agency’s Group CEO.

Other MSA office bearers are Sherene Mak, Secretary/Sen Media and Kagee Chew, Treasurer/Universal McCann. The Council is represented by Bluedale Integrated, Carat Media Services, Initiative Media, Mindshare Malaysia, Mediacompete, OMD, Vizeum Media Services and Zenith Media

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