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Rentrak Reaches Viewership-Data Deal With Dish Network

DOW JONES NEWSWIRES Rentrak Corp. (RENT) has reached a deal to integrate its audience-measurement service with Dish Network Corp. (DISH), a deal which will make the only one in its field offering data in all 210 television markets in the U.S. The Dish Network deal will push the number of homes Rentrak has viewership data to more than 15 million. Terms weren't disclosed. Getting accurate readings not only of viewership of shows, but advertising as well, has become more critical as companies seek more accurate data on how much their offerings are being watched, both live and on a time-shifted basis. Meanwhile, tailoring specific ads to specific viewers continues to increase throughout digital media as the technology allowing such efforts continues to mature. Rentrak Chief Executive Bill Livek said the deal will boost his company's data offerings and "can help increase the effectiveness and efficiency of national and local television advertising campaigns." Rentrak has been reporting weaker results amid a fall-off in revenue. A new management team has also joined the company the past year, led by Livek's arrival in June. Its stock closed Friday at $15.76 and was inactive premarket. -By Kevin Kingsbury, Dow Jones Newswires; 212-416-2354;

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