Zee TV signs Rentrak for audience measurement

Zee launched in the US in 1998 and offers a mix of programming from India, Pakistan and the UK. The broadcaster says it plans to use Rentrak’s set-top box data to assess and fine tune its programming to better suit the habits of its American audience.

Subroto Bhattacharya, Zee TV’s head of the Americas, said: “This partnership signifies not only our long-standing reputation and commitment to foster a deeper understanding and appreciation of the South Asia diaspora, but also our strategic approach to create fresh, entertaining and socially relevant programming that resonates with our viewers.”