NEWS15 March 2010

Rentrak snares MTV Networks for TV ratings service

New business North America

US— MTV Networks has become the first major cable company to sign up to Rentrak’s TV Essentials audience measurement service.

The music broadcaster will use the set-top box database to make more informed decisions about programming, audience targeting and advertising.

Colleen Fahey Rush, executive vice president of strategic research and insights at MTV Networks, said: “Audience research powers everything we do at MTV Networks, and we’re excited about the wide variety of analytical opportunities presented by TV Essentials, the most robust set-top box data service available.”

Rentrak’s senior vice president of business development, Carol Hinnant, added: “Rentrak is excited to work with MTV Networks. Combining a network’s unique customer definition with detailed television viewing, TV Essentials is able to provide a powerful currency for promotional success.”