Rentrak Signs 12 Programmers for VOD Data

Oct 4, 2005  •  Post A Comment

Video-on-demand measurement firm Rentrak cast its net wider Tuesday with the news that it has inked deals with 12 VOD programmers, including several high-profile Viacom properties, to measure their on-demand viewing.

The new partners include Paramount Studios, CBS, MTV, Nickelodeon, Noggin, The N, Comedy Central, VH1, Expo TV, National Geographic Channel, NFL Network and Ripe TV. Rentrak already has deals in place with cable operators, including Comcast, representing 53 percent of cable subscribers. The programming announcements signify that Rentrak is adding content providers to the fold as well, an effort that could potentially solidify its position as the leading VOD measurement firm.

Under the deal, the VOD programmers will have access to reports detailing how their content performs on-demand on each MSO and also across all the MSOs with which Rentrak has deals, said Ken Papagan, executive VP for business development and strategy at Rentrak. Data points include performance by title, audience sharing, top titles and competitive performance and more. Rentrak has been providing data to its first content partner, Music Choice, for about a year.

Until then, content providers did not have access to data on how their content fared until 90 days after it is televised, when the MSOs typically share the information with programmers.

Mr. Papagan said the deal is one of the first steps in hammering out an effective measurement model for VOD. He expects additional progress next year to measure ads.