Cathy Hetzel, a cable-industry veteran from both the MSO and programming sides, has been named senior vice president of VOD Essentials, the new division at Rentrak Corp. that is creating video-on-demand-reporting and analysis tools.
Rentrak will begin a VOD-measurement trial with Comcast Corp. next month.
Hetzel had been senior VP, business development at Concero, an interactive-TV/VOD/electronic-commerce-services firm. She has held positions at Music Choice, Disney Channel, Rainbow Programming Holdings Inc., Rogers Cablesystems and Cox Communications Inc.
Accurate reporting and measurement tools are needed, cable operators have said, to make VOD into a viable advertising medium. The Comcast-Rentrak test is the first of its kind in the United States.