Rentrak cut a deal with interactive music network Music Choice to begin tracking its on-demand usage. The deal is significant because My Music Choice, the customized on-demand service from Music Choice that’s been introduced in a Mediacom market, is the first network customer for Rentrak’s OnDemand Essentials measurement service.

Rentrak is a software company that’s been described by agencies and programmers alike as being well positioned to take the lead in on-demand measurement, which has become a critical issue and a necessity in developing a financial model for video-on-demand. Rentrak will begin tracking the My Music Choice data daily in October.

Music Choice plans a national rollout of its My Music Choice later this year.