Sprout Taps Rentrak for Set-Top-Box Data

Sprout Taps Rentrak for Set-Top-Box Data

-Rentrak's Media Measurement and Research Provides a Better Understanding of Viewing Patterns and Behavior-

PORTLAND, Ore., Aug. 4 /PRNewswire-FirstCall/ -- Rentrak Corporation (NASDAQ:RENT), a multi-screen media measurement and research company serving the entertainment industry, today announced an agreement with Sprout, the first 24-hour preschool destination available on TV, on demand and online for kids ages 2-5 and their parents and caregivers. Currently available in 47 million unique households, Sprout selected Rentrak's TV Essentials television measurement service in order to gain deeper insights into consumer viewing patterns and behaviors that only set-top-box (STB) data can provide.

"We're delighted to be partnering with Rentrak to help shape this innovative new measurement tool," said Sandy Wax, president of Sprout. "We've been working with Rentrak's on demand data since Sprout launched in 2005, and are excited to see them expanding into set-top-box data, which will reveal robust audience insights in this world of ever increasing choice."

Sprout will have access through Rentrak's TV Essentials to the viewing patterns of more than 3.8 million TVs across 48 markets. This data mirrors U.S. census demographics and provides networks with unparalleled access to comprehensive data in order to capitalize on their programming.

"The media industry is demanding deeper insights that go beyond traditional demographics to determine how an audience is interacting with content," said Carol Hinnant, senior vice president of Business Development, Advanced Media and Information (AMI) division at Rentrak Corporation. "With this new technology, Sprout can take a leadership role as a currently unrated network and leverage census-level, second-by-second analysis of viewership data in order to maintain the network's position as the premier destination for quality children's programming."

Rentrak's TV Essentials is a comprehensive suite of research tools that enable customers to analyze anonymous audience viewing of programming and advertising across VOD, DVR, interactive and linear television. Utilizing proprietary technology to process massive amounts of click-stream data from more than 10 million digital set-top boxes, the TV Essentials system can isolate individual market, network, series, or telecast performance, administer national and local estimates, and provide an evaluation of influencing factors such as psychographics and demographics.

About Rentrak Corporation

Rentrak Corporation is an industry leader in advancing research in media measurement, serving the most recognizable names in the entertainment industry. Reaching across numerous platforms including box office, home entertainment, on-demand and linear television, broadband and mobile, Rentrak provides exclusive and actionable insight for our clients and partners. From the introduction of our revolutionary Pay-Per-Transaction distribution and revenue-sharing system, which equipped Rentrak with the intelligence and ability to deal with large, complex data streams, to the company's exclusive Essentials(TM) suite of services, Rentrak has redefined digital audience measurement. Rentrak is headquartered in Portland, Oregon, with additional offices in Los Angeles, New York and Miami/Ft. Lauderdale. For more information on any of Rentrak's services, please visit www.rentrak.com.

About Sprout

PBS KIDS Sprout, the first 24-hour preschool destination available on TV, on demand and online for kids ages 2-5 and their parents and caregivers, was created as a partnership among Comcast Corporation, HIT Entertainment, PBS and Sesame Workshop. Since debuting its video on demand (VOD) service in April 2005, Sprout has become the #1 On Demand service for younger children, generating over half a billion views. The 24-hour digital channel, which launched in September 2005 along with the website (SproutOnline.com), is the only channel that follows the day of child from breakfast to bedtime with its distinctive programming. Currently, Sprout is available in 47 million unique households.

The network's program lineup of gold-standard, curriculum-based children's shows includes: Sesame Street , Bob the Builder(TM), Barney & Friends(TM), Thomas & Friends(TM), Angelina Ballerina(TM), Caillou , The Berenstain Bears(TM), Dragon Tales(TM), Make Way For Noddy(TM), The Hoobs(TM), Fifi and the Flowertots(TM) and more.

Media Contacts:
Sallie Olmsted / Amanda Bartz
Office: 310-854-8124 / 310-854-8151
E-mail: solmsted@rogersandcowan.com / abartz@rogersandcowan.com

Source: Rentrak Corporation

CONTACT: Sallie Olmsted, +1-310-854-8124, solmsted@rogersandcowan.com,
or Amanda Bartz, +1-310-854-8151, abartz@rogersandcowan.com, both of Rogers
and Cowan for Rentrak Corporation

Web Site: http://www.rentrak.com/
http://www.sproutonline.com/

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