Sinclair Broadcast Group to Participate in Rentrak's StationView Essentials for Local Market Measurement

Sinclair Broadcast Group to Participate in Rentrak's StationView Essentials for Local Market Measurement

-Sinclair Enters Into a Four Market, Seven Station Subscription -

PORTLAND, Ore., Dec. 23 /PRNewswire-FirstCall/ -- Rentrak Corporation (NASDAQ:RENT) , a leader in multi-screen media measurement serving the entertainment and advertising industries, today announced a multi-city agreement with Sinclair Broadcast Group, Inc. (NASDAQ:SBGI) , one of the largest and most diversified television broadcasting companies in the country, to test Rentrak's StationView Essentials(TM) service. The agreement is a four-market agreement to explore household viewing data that will measure local station performance via set-top-box data. Stations participating are: WSYX (ABC) and WTTE (FOX) in Columbus, Ohio; WCGV (MNT) and WVTV (CW) in Milwaukee, Wisconsin; KABB (FOX) and KMYS (MNT) in San Antonio, Texas; and KDNL (ABC) in St. Louis, Missouri.

Sinclair Broadcast Group owns and operates or provides sales services to 58 television stations in 35 U.S. markets and in collaboration with Rentrak, is interested in alternative measurement and marketing currencies in major media markets. The agreement will include working with advertisers and their agencies to combine direct marketing tactics with the largest database of household viewing data available today to the television industry. StationView Essentials allows television stations to truly identify and promote the power of local broadcasting.

The agreement will begin on January 1, 2010 and includes a long-term expansion option for all of Sinclair's markets. Outputs will include analytics of total television consumption, and advertising buys based on engagement metrics derived through the StationView Essentials service. The granular detail derived from a massive sample in each of the markets will allow the participating stations to target aggressively advertiser-specific segments to increase the efficiency and effectiveness of campaigns.

Steve Marks, Sinclair's Chief Operating Officer of its Television Group, commented, "When Rentrak approached Sinclair about participating in this industry-leading trial we knew we had to participate to accomplish two things: advance the state of measurement and analytics for the television industry, and to have access to highly detailed information with which to better manage our stations. Rentrak's ability to measure highly granular viewing patterns, capture information and mold it into actionable knowledge made it an easy decision to team up to be a part of the trial."

"Our partnership with Sinclair Broadcasting allows Rentrak the opportunity to deliver on advertising agency demands for more accountable media measurement. Having the support of one of the nation's largest and most renowned station groups expands Rentrak's ability to prove the power of our newest offering designed specifically for local station broadcasters," said Carol Hinnant, senior vice president of business development, Advanced Media division at Rentrak.

About StationView Essentials

Developed with industry input and by Rentrak's television station advisory board comprised of local television station operators and local station research professionals, StationView Essentials offers metrics that enhance the ability of subscribers to understand viewer involvement and viewing habits in local markets. Subscribers receive live granular station and telecast level reporting, including cable network performance detail as well as Audience Duplication, Retention and News Analysis information.

About Rentrak Corporation (NASDAQ:RENT)

Rentrak Corporation is an industry-advancing media measurement and research company, 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 City and Miami/Ft. Lauderdale. For more information on any of Rentrak's services, please visit www.rentrak.com.

   Contact for Rentrak Corporation:   Sallie Olmsted / Amanda Bartz   Office: 310-854-8124 / 310-854-8151   E-mail: solmsted@rogersandcowan.com / abartz@rogersandcowan.com  

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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

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

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Profile: International Entertainment