NEWS2 June 2010

Zee TV signs Rentrak for audience measurement

New business North America

US— Asian content broadcaster Zee TV has signed up to use Rentrak’s TV Essentials audience measurement service.

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.”