RealTime IT News

Equity Firm Takes Stake in Research Body

Australasian private equity investor Pacific Equity Partners (PEP) will partner with AMR Interactive in its expansion into Asian and Australasian markets.

PEP has taken a 50 percent stake market research company AMR Interactive, a joint venture partner in global Internet audience measurement firm Media Metrix.

AMR Interactive chairman Brian Fine said the company plans to use PEP's financial management, business planning and Asian network to support its growth into Internet research and integration as well as other services.

"We plan to expand in all areas of interactive and Internet measurement and we will offer our clients the most comprehensive suite of tools and services in this area," said Fine.

AMR currently holds the licence for Harris Interactive in Australia, a US company which operates and Internet access panel of over five million households. The company has recently commenced a measurement of Australian usage called the "e-Activity Initiative" in conjunction with Media Metrix and IDC.