NEWS31 August 2010

Gravitas Ventures picks Rentrak for on-demand audience measurement

New business North America

US— Gravitas Ventures has signed up to use Rentrak’s OnDemand Essentials tool to keep track of its on-demand movie audience numbers.

Michael Murphy, SVP of business affairs at Gravitas, said: “Gravitas recognises that in order to better manage our expanding portfolio of movies and event content, it is critical to have timely, actionable performance data for the titles we manage and schedule.”

Besides movies, Gravitas is on the verge of launching a new programming package – Documentaries on Demand.