Viacom 18 Media’s IndiaCast will use Rentrak’s TV ratings currency for programming research and as a business tool for its advertising sales initiatives.

“Aapka Colors and MTV India are extremely popular services, not only in the US, but around the world,” said IndiaCast’s head of Americas Business Sameer Goswami. “With expanded distribution and focused marketing, we are now getting into the next phase of our business in the US for these brands, which is where measurement systems such as Rentrak play a big role.”