Media Monitors Group Rebranded as Sentia

Quadrant Private Equity has renamed its Asia Pacific-based media intelligence company Media Monitors Group as Sentia Media. Media Monitors remains the name of one of Sentia's companies, which also include 360m, China Clipping and Brandtology.

Quadrant bought Media Monitors in 2010, in a deal reported to be worth up to $AUD 160m. Founded in 1982, the firm provides Internet monitoring, media intelligence, press monitoring and many other media evaluation and analysis services through a network of agencies. These include print, broadcast and Internet monitoring specialist China Clipping, online and social media analysis firm Brandtology, media intelligence and quant analysis company MediaBanc, advisory and analysis company 360m, and Australasian monitoring firm Slice Media.

Sentia Media CEO John Croll says the new name - derived from a Latin verb with three meanings: I perceive, I understand and I have an opinion - more accurately reflects the customised nature of the company's services.

'To put it simply, we are much more than a media monitoring business, we are a group of media services companies that can provide a broad range of information, analysis and advice, with solutions tailored to just about any type of organisation, large or small, single country or international,' Croll adds.

Web site: www.sentiamedia.com .