Rentrak to Launch Mobile TV Essentials Trial With Hiwire's First Mobile Video Entertainment Service Deployment in Las Vegas

Rentrak to Launch Mobile TV Essentials Trial With Hiwire's First Mobile Video Entertainment Service Deployment in Las Vegas

- Trial Goals Include Establishment of Mobile TV Reporting Standard and Refining Feature Set for Mobile TV Essentials Audience Measurement Software -

PORTLAND, Ore., May 23 /PRNewswire-FirstCall/ -- Rentrak Corporation (NASDAQ:RENT) today announced that it has entered into an agreement with Hiwire(TM) to conduct a joint measurement trial of mobile TV viewing by consumers in Las Vegas, Nevada. Hiwire specializes in delivery of mobile TV entertainment and is a subsidiary of Aloha Partners, the largest owner of 700 MHz spectrum in the US.

Mobile TV Essentials(TM), which incorporates a special module customized to integrate into Hiwire's mobile usage monitoring platform, was developed in collaboration with Hiwire, its partners SES Americom, RRD USA, and other key Hiwire mobile carrier partners, as well as traditional entertainment industry experts, and will be refined at the completion of the trial period. The result of this collaboration will establish a mobile TV reporting standard that could satisfy mobile reporting needs industry-wide.

During the trial, Rentrak will ingest anonymous mobile TV viewing data from Hiwire to provide a web-based statistical reporting service, and will serve as Hiwire's primary data analytics and third-party verification provider, delivering audience viewing metrics (e.g. total viewers) of linear video programming and linear video advertising watched on mobile phones. The joint trial will begin this summer.

"As consumer viewing habits and media delivery platforms continue to expand, Rentrak remains at the forefront of introducing new transaction-based measurement tools that will span every method of television, film and advertising content distribution," commented Ken Papagan, president and chief strategy officer at Rentrak Corporation. "While mobile entertainment viewing is in the early stages, Rentrak's entry into mobile TV viewing measurement is another example of how we are leading the media measurement industry to be ready with a comprehensive suite of analytical tools required by the multi-screen viewing environment."

This agreement, incorporating the technical testing of Rentrak's newest media industry analytical product, Mobile TV Essentials, leverages the company's twenty years of experience in providing advanced data analytics to the media industry. Additionally, the trial and collaboration with key mobile industry leaders will establish a strategic foothold for Rentrak in the mobile content arena, as well as advance the tracking of linear and on demand television across a variety of distribution platforms.

"Rentrak provides a unique reporting capability that will enhance our ability to track and analyze programming and advertising usage," said Scott Wills, president and chief operating officer at Hiwire. "Incorporating the Mobile TV Reporting will also allow us to provide our programming partners with their own customized tracking dashboard to monitor their individual network's ongoing viewership results on a near real-time basis."

Rentrak's newest offering will provide content providers access to a census level audience measurement system enabling trial participants to perform in-depth analysis of their content and the viewers including near real-time viewership, demographics analysis, geographic analysis and audience sharing and audience overlap. Mobile TV Essentials also has the capacity to employ Rentrak's on demand reporting system on mobile platforms and will allow programmers, advertisers, operators and carriers to derive immediate answers to questions that have traditionally required fielding extensive market research and consumer panel studies.

Hiwire's Las Vegas trial will feature a variety of high-quality branded TV networks, video and audio content, and interactive data services delivered to consumers' hand-held devices and cell phones utilizing Aloha Partner's 700 MHz spectrum. Hiwire is conducting the DVB-H mobile trial in Las Vegas in concert with SES Americom and RRD USA.

About Rentrak Corporation

Rentrak Corporation, based in Portland, Oregon, is an information management company serving clients in the media, entertainment, retail, advertising and manufacturing industries. The company's Entertainment Essentials(TM) suite of services is redefining media measurement in the digital broadband era. Entertainment Essentials provides customers with near-real-time, actionable insight into performance of content distributed over a wide variety of modern media technologies. Available by license or subscription, each Entertainment Essentials application allows executives to analyze detailed industry-wide and title-specific data to make decisions that enhance the bottom line and provide competitive advantage. For further information, please visit Rentrak's corporate Web site at http://www.rentrak.com/.

About Hiwire(TM)

Hiwire(TM) is a subsidiary of Aloha Partners, the largest owner of 700 MHz spectrum in the US. Hiwire will deploy its DVB-H wireless broadcast network to deliver more channels of high-resolution mobile television and music services than any other wireless network. The Hiwire network delivers a broad channel lineup that appeals to the diverse demographic groups of mobile consumers who want high-resolution TV and music delivered to their cell phones and other mobile devices. Hiwire will build and manage its mobile media broadcast network and offer it for use by wireless carriers and consumer electronic portable device makers. Using the Hiwire network offers the most cost effective way for companies to deliver high-quality entertainment channels to their consumers delivered under their own brand name.

About Aloha Partners

Based in Providence, Rhode Island, Aloha Partners is the largest owner of 700 MHz spectrum in the U.S., as a result of purchases during FCC auctions of 700 MHz radio frequencies in 2001 and 2003, and subsequent acquisitions of spectrum owners. Aloha Partners currently owns 12 MHz of spectrum covering 60 percent across the United States, concentrating coverage in all of the top 10 markets and 80% of the population in the top 100 markets. For more information, visit http://www.alohapartners.net/. Aloha owns 700 MHz spectrum on UHF channels 54 and 59. 700 MHz spectrum is considered the optimal spectrum to use for mobile TV applications because of its superior in-building penetration and its economical advantage to cover large areas.

About SES AMERICOM

The largest supplier of satellite services in the U.S., SES AMERICOM is recognized as a leading innovator of global satellite communications services. The company today operates a fleet of 15 spacecraft in orbital positions predominantly providing service throughout the Americas. As a member of the SES family, SES AMERICOM is able to provide end-to-end telecommunications solutions to any region of the world via a fleet of more than 36 satellites. In addition, AMERICOM Government Services, a wholly owned subsidiary, is dedicated to providing satellite-based communications solutions to both civilian and defense agencies of the U.S. government. With its combined operations, SES AMERICOM serves broadcasters, cable programmers, aeronautical and maritime communications integrators, Internet service providers, mobile communications networks, government agencies, educational institutions, carriers and secure global data networks with efficient communication and content distribution solutions.

About RRD

Active in all segments of the Mobile TV supply chain, RRD played an integral role in the launch of the world's first commercial DVB-H Mobile TV service, for Italian mobile operator 3. Additionally, RRD was first to propose a unique DVB-H Service Centre capable of managing the convergence between broadcast and mobile. Committed to continuous innovation, RRD collaborates with the leading players in the Mobile TV field and is in a position to offer fully integrated systems, compatible with every part of the supply chain, from content providers to handset manufacturers. RRD is a member of the DVB consortium, BMCO Forum and the Mobile DTV Alliance, RRD aims to open markets and to create new opportunities.

For further information, please visit RRD Corporate web site http://www.rrd.tv/.

Contacts: Sallie Olmsted/Amanda Bartz
Rentrak Corporation
310/854-8124/8151
solmsted/abartz@rogersandcowan.com

Scott Wills
Hiwire
650-428-1054
swills@hiwire.net

First Call Analyst:
FCMN Contact:

Source: Rentrak Corporation

CONTACT: Sallie Olmsted, +1-310-854-8124, solmsted@rogersandcowan.com,
or Amanda Bartz, +1-310-854-8151, abartz@rogersandcowan.com, both for Rentrak
Corporation; or Scott Wills of Hiwire, +1-650-428-1054, swills@hiwire.net

Web site:

http://www.rentrak.com/
http://www.alohapartners.net/
http://www.rrd.tv/

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