Isentia to Move Monitoring Roles Out of Aus

Australia-based media measurement firm Isentia is to cut thirty jobs in the country, moving its news monitoring services to Asia.

Isentia closed its King Content subsidiary earlier this year, and had already said it would make more than half its Singapore staff redundant. According to www.mumbrella.com.au , the Sydney company confirmed this week that up to 45 staff could face redundancy across Melbourne and Wellington, creating new roles in Manila, Phillipines.

The decision has been described by Australia's Media Entertainment and Arts Alliance (MEAA) as 'short-sighted'.

MEAA's web site says Isentia will make redundant all full time, part time and casual staff in its Melbourne broadcast monitoring arm, numbering as many as 22. Isentia's Operations Director APAC Scott Kinman told publication Crikey a consultation process was underway over possible redundancy for 'all Melbourne Broadcast Monitor roles and the Melb Broadcast Team Leader role', plus 'all Melbourne Dayshift Press roles'. MEAA Media Director Katelin McInerney said: 'The media monitoring service is relied on by politicians, corporations and those in power... Culling local people who have essential knowledge and expertise only serves to harm the business further, eroding growth opportunities and causing immense damage to the brand'.

Isentia CEO John Croll is pictured. Web site: www.isentia.com .