March 15, 2010 –  Rentrak Corp., a global media measurement and research company announced that MTV Networks (MTVN) is the first major cable group to subscribe to its TV Essentials service.

TV Essentials is a comprehensive tool used by Rentrak to analyze viewers’ programming and advertising preference across VOD, DVR, interactive and linear television from millions of digital set-top boxes nationwide.  MTV expects to enhance its audience targeting, advertising, and programming with this service.

Todd Mitchell, Kaufman Bros. analyst expects that because of this new agreement, Rentrak’s EPS will decline as the fiscal year 2011 ends due to the service’ long sales cycle and continued investments. However, he also believes that the company shares are likely to rise.

Mitchell rated Rentrak “Buy” and commented that MTV follows Dish Network’ incorporation of the new set-top box data.  Dish Network carries MTV in its music programs. 

TV Essentials will be able to tap into the TV ratings data of the 210 designated market areas established by Nielsen Media Research for TV stations and networks.  “This is a powerful thing”, say Mitchell who expects the company’s share to increase from $20 to $24.

The Best Dish Network and Direct TV offers are:

Related Topics:

• FCC Program Access Rules Upheld
• Dish Network Shares Climb Despite Court Loss to TiVo
• Direct TV and Versus Reaches Resolution After A Year of Blackout