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Rentrak Hires Hackley to Market Home Video Data

7 Sep, 2004 By: Erik Gruenwedel

Seeking to expand its client base and take a proprietary home video database outside of Hollywood and onto Wall Street, Rentrak Corp. has named Brad Hackley VP of Home Video Essentials.

Hackley has been working as a business development consultant to Rentrak since departing his position of director of VidTrac, a former joint venture with the VSDA.

Using a point-of-sale tracking system, HVE tracks the sales and rentals of more than 40,000 DVD, VHS and video games — data Rentrak now wants to syndicate in a variety of formats.

“There are a lot of companies that don't want to necessarily buy the database, but they do want some scaled back top-line reporting on the industry,” Hackley said. “What I'm doing is developing these collateral products.”

Much of the data will be available on a template and distributed through a variety of platforms.

“When DVD went from early adoption to mass adoption and sellthrough kicked in, I noticed a dramatic increase in interest [in home entertainment], especially from the financial industry,” Hackley said.

He reports to SVP Marty Graham in Portland, Ore.

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