Rentrak Tries Hiwire Act

May 23, 2007  •  Post A Comment

Measurement firm Rentrak linked up with mobile television provider Hiwire in a deal that calls for Rentrak to measure mobile TV viewing. The trial will take place in Las Vegas this summer, the companies said.
The partnership represents one of the first efforts to measure the viewing of TV on mobile phones. TV networks supplying content to mobile TV providers have said they are hungry for data on mobile TV ratings, which they can use as they begin to sell ads in mobile content.
Rentrak will provide Hiwire with information on total viewers of video programming and of video ads on mobile phones.
Qualcomm has said it expects to begin providing some measurement of viewing on its MediaFlo mobile TV service later this year.
Rentrak is best known in the TV business for its work measuring viewing of video-on-demand content for programmers and cable operators.
(Editor: Horowitz)

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