Rentrak Adds Cable Provider to Its TV Essentials National and Local Database Service

-- Contract with Midcontinent Communications Provides Additional Intelligence on Set-Top-Box Viewing Behavior--

Oct 28, 2010, 07:00 ET from Rentrak Corporation

PORTLAND, Ore., Oct. 28 /PRNewswire/ -- Rentrak Corporation (Nasdaq: RENT), the leader in multi-screen media measurement serving the advertising, television and entertainment industries, today announced Midcontinent Communications, the leading provider of cable television in the upper Midwest servicing  240 communities and approximately 250,000 customers, has signed a contract with Rentrak to include their set-top-box (STB) viewing information in the TV Essentials national and local TV database services. Midcontinent chose to work with Rentrak, the leading provider of STB data and analysis, in order to further establish its currency for more accurately representing the TV landscape.

"The increase in STB availability and robust reporting systems further proves the legitimacy and importance of STB data as a currency in the marketplace," said W. Tom Simmons, Senior Vice President of Public Policy, Midcontinent Communications. "We are thrilled to be included as an operator partner to add to Rentrak's ability to provide full-market projections."

"Rentrak is pleased to be working with Midcontinent Communications as our fourth data partner and second cable partner cable to further increase the preciseness of our database and projection methodology for the TV Essentials national system," said Cathy Hetzel, President, AMI Division at Rentrak.

Rentrak's TV Essentials is the television ratings database currency that measures all networks at a granular level in 210 markets nationwide. The service processes data from over 17 million televisions and is the only fully-integrated system of detailed satellite, telco TV and cable viewing information commercially available featuring segmentation overlays for more strategic targeting.

About TV Essentials

Rentrak's TV Essentials is a comprehensive suite of research tools that enable customers to analyze anonymous audience viewing of programming and advertising across VOD, DVR, interactive and linear television.  Utilizing proprietary technology to process massive amounts of click-stream data, the TV Essentials system is able to aggregate and report second-by-second information from millions of digital set-top boxes nationwide.  The system can isolate individual market, network, series, or telecast performance, administer national and local estimates, and provide an evaluation of influencing factors such as psychographics and demographics.

About Rentrak Corporation

Rentrak (NASDAQ: RENT) is a global digital media measurement and research company, serving the most recognizable companies in the entertainment industry. With a reach across numerous platforms including box office, multi-screen television, and home video, Rentrak has developed more efficient metrics to be used as alternative currencies for the evaluation and selling of media. Rentrak is headquartered in Portland, Oregon, with additional U.S. and international offices. For more information on Rentrak, please visit

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SOURCE Rentrak Corporation