Both Shashi Sinha, CEO of IPG Mediabrands, India, and CVL Srinivas, CEO of GroupM South Asia, believe in the traditional forms of advertising while being at the forefront of the push to Digital in the organizations they head. Both have been actively associated with industry bodies such as the Broadcast Audience Research Council (BARC), Audit Bureau of Circulation (ABC) and Media Research Users Council (MRUC), and continue to think of ways and means to improve the measurement metrics for both broadcasters and readers of Print. They have been strong proponents of policy ideas to enhance TV viewership and Print readership.