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Cable Technology Feature Article

August 21, 2009

FLO TV and Rentrak Launch Viewership and Advertising Impression reporting for Mobile TV

By Shamila Janakiraman, TMCnet Contributor

FLO TV Incorporated, a provider of FLO TV live mobile TV service and Rentrak Corporation announced a collaboration to launch a comprehensive viewership and advertising impression reporting using Rentrak’s (News - Alert) TV Essentials media measurement system.
Rentrak specializes in research in media measurement and it reaches across platforms including box office, home entertainment, on-demand and linear television, broadband and mobile, providing exclusive and actionable insight for clients and partners.
The agreement between the two companies will help deliver reporting which will enhance sales on FLO TV and provide insights into FLO TV audience viewing patterns without revealing individual subscriber’s personal information.
With increase in mobile TV adoption the demand for reliable and verifiable viewership data has risen in the entertainment, media and advertising industries. The Rentrak’s TV Essentials reporting system will provide ongoing reports to content providers and advertisers so that they can improve their programming and media buying decisions for this emerging platform.
“This is a significant milestone for FLO TV and also for the mobile multicast TV category,” said Jonathan Barzilay, senior vice president of programming and advertising, FLO TV. “Mobile TV is quickly becoming a vital platform for consumers. With our new impression reporting from Rentrak, FLO TV can provide relevant viewership information to advertisers and content partners swiftly and reliably.”
Ken Papagan, president and chief strategy officer, Rentrak remarked, “The mobile space is particularly opportunistic as a result of devices being connected to a unique viewer, enabling a highly targetable new advertising marketplace,”
He also said that this collaboration with FLO TV will leverage the considerable development Rentrak has put into the TV Essentials system and will help expand the value of the service for conventional linear television to include the mobile platform.
FLO TV and Rentrak are currently in the integration phase and are planning to share impression data with their programming partners later this year, announced the companies. The FLO TV service is available via U.S. wireless carriers like AT&T (News - Alert) as AT&T Mobile TV.
The FLO TV service offers an intuitive user interface, a multicast network for delivering a true quality TV viewing experience for consumers along with premium content. It also offers full-length simulcast and time-shifted programming from entertainment brands, including CBS, CBS College Sports, CBS News, CNBC and several others.

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Shamila Janakiraman is a contributing editor for TMCnet. To read more of Shamila’s articles, please visit her columnist page.

Edited by Tim Gray