The Malaysian Media Specialists Association (MSA) has appointed Denstu Media Malaysia CEO Yap Chee Weng as its new President; and Trapper Media Group CEO K. Sivanathan as Vice President.

MSA helps promote, develop and protect the rights and interests of its media specialist members; establish industry standards; and act as a watchdog for media research and audit matters. Weng (pictured), who is also Chairman of the Audit Bureau of Circulations Malaysia, takes up the role with 26 years of media experience. He has worked for Dentsu since 2011, and served as its CEO for more than four years. Earlier, he was CEO of Starcom MediaVest Group (Malaysia), having begun his career as Media Manager with Universal McCann Malaysia.

In a statement, Weng said: 'The most critical issue that the MSA is dealing with is the split TV audience measurement systems. We are working very closely with the Malaysia Advertisers Association, as well as Astro, Media Prima Group, and research partners to address this challenge of standardising the dynamic TV audience measurement and TV audience measurement'.

Web site: www.mymsa.org .

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