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Rentrak Expands VOD Rating Service

28 Feb, 2005 By: Erik Gruenwedel

As expected, Rentrak Corp. today said it would begin a one-year trial data analysis of cable provider Cablevision Systems Corp.'s video-on-demand service as part of ongoing efforts to track the cable industry.

Bethpage, N.Y.-based Cablevision, which owns Madison Square Garden, the New York Knicks, the New York Rangers, the New York Liberty (WNBA) and operates the Radio City Music Hall, claims 3 million subscribers (50 percent pay-per-view), and a catalog of more than 1,200 VOD titles.

As part of Portland, Ore.-based Rentrak's OnDemand Essentials tracking software, the service will allow Cablevision to quantify and qualify the VOD habits of its customers.

“We will be able to demonstrate usage that we hope will encourage programmers to further embrace this platform,” said Kristin Dolan, SVP product management for Cablevision.

Rentrak currently tracks about 50 percent of all cable-enabled homes in the United States and expects to reach 60 percent market penetration in both media (including VOD) in the next fiscal year.

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