|By Business Wire||
|January 3, 2013 07:01 AM EST||
Mobile Content Venture (MCV), a joint venture consisting of 12 major broadcast groups that operates the Dyle™ mobile TV service, today announced Rentrak has been selected to provide the first-ever, mobile broadcast TV measurement for local markets. MCV will leverage Rentrak’s Mobile Essentials solution in combination with Rentrak’s StationView Essentials solution to help MCV members align traditional TV ratings with broadcast mobile TV performance. As opposed to other measurement services that provide sample-based data, Rentrak will offer MCV members census-level data, giving them insight into the entire population using live mobile TV services.
MCV represents 35 markets across the U.S. and more than 93 stations from broadcast groups including Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media, all of which are part of the standalone entity known as Pearl, LLC, as well as Fox, ION Television and NBC.
“With more than 200 station clients, Rentrak is proud to provide members of MCV with the opportunity to capitalize and monetize multi-platform advertising sales opportunities by having broadcast mobile TV performance aligned directly with TV ratings,” said Cathy Hetzel, Corporate President and President of the AMI Division at Rentrak. “Rentrak’s advanced capabilities – which provide detailed TV viewership measurement for all screens, including mobile TV – will enable stations, advertisers and networks to gauge the incremental value of live TV viewing from a mobile device.”
With the launch of Dyle™ mobile TV – a service offering consumers a new, easy way to experience and enjoy live broadcast television on their mobile devices at home or on-the-go – there is an immediate need for local stations to have viewership data across mobile devices in order to determine how consumers are interacting with live mobile TV. Rentrak has the unique ability to integrate massive amounts of mobile viewing activity with the linear viewing behaviors from a correspondingly massive linear viewing database. This combination will provide a better understanding of how best to incorporate mobile for future campaigns and advertising initiatives.
“Live mobile TV is an emerging medium, so it’s critical that we take the necessary steps to ensure it will scale as traditional TV has over the years,” said Salil Dalvi and Erik Moreno, co-General Managers of MCV. “This new data will provide valuable insight into consumers’ mobile viewing habits, which will be leveraged to drive continued growth for the ecosystem of devices and applications enabling live mobile TV.”
About Dyle™ Mobile TV
Dyle™ mobile TV is offering consumers a new, easy way to experience and enjoy live, broadcast television on their mobile devices at home or on-the-go. The Dyle application enables live broadcast programming - such as local and national news, as well as sports and entertainment content, utilizing the ATSC-Mobile DTV standard. Compatible across Android and Apple iOS-enabled devices, Dyle is available in 35 US markets, potentially reaching 55 percent of the population, and will add additional network programming and hardware in the future. Dyle is operated by the Mobile Content Venture (MCV), a joint-venture of 12 major broadcast groups including Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media, all of which are part of the standalone entity known as Pearl, LLC, as well as Fox, ION Television and NBC. For more information, visit www.dyle.tv.
About Rentrak Corporation
Rentrak (NASDAQ: RENT) is the entertainment and marketing industries' premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using our proprietary intelligence and technology, combined with advanced demographics, only Rentrak is the census currency for VOD and Movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms including box office, multiscreen television and home video. For more information on Rentrak, please visit www.rentrak.com.
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