Insight on the Rentrak in 12 VOD Markets


Insight Communications Co. Inc. will begin testing Rentrak Corp.’s video-on-demand-measurement system in one-dozen of its VOD-enabled markets in September, the companies said.

Insight will begin testing “OnDemand Essentials,” the system created by Rentrak to measure and report anonymous VOD-usage data, which can be used to help operators understand viewer preference for various types of this programming.

“As video-on-demand continues to experience tremendous growth, we recognize the importance of accurately measuring customer usage, and we believe this pilot program will be instrumental in informing our programming decisions and future VOD strategy,” Insight senior vice president of marketing and programming Pam Euler Halling said in a prepared statement.

“We look forward to implementing Rentrak's solution, which will improve our current process by gathering data more quickly and delivering to us comprehensive reporting metrics,” she added

Insight currently offers On Demand TV -- featuring product from Home Box Office, Showtime Networks Inc. and Starz Encore Group LLC, as well as video-magazine provider Mag Rack -- in 12 of its 14 markets.

Rentrak officials said the company is continuing its VOD-measurement trial with Comcast Corp. in its home Philadelphia market.