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Rentrak and Harris Corp. in TV Data Partnership
In the US, multi-screen measurement company Rentrak has announced an agreement to integrate its StationView Essentials TV ratings data into the media software solutions of communications and IT specialist Harris Corporation.
The aim of the alliance is to allow mutual customers, including local TV stations, ad agencies and planners, to use Rentrak's local television and cable channel measurement database in conjunction with Harris's broadcast sales software to achieve more effective advertising buys.
Steve Walsh, Senior Vice President of Local Television Sales, Rentrak, said: 'The integration of Rentrak's TV viewing information with Harris media software will help drive significant additional value for our shared clients on both the sell and buy sides of the transaction.'
Harris Morris, President of Harris Broadcast Communications, added: 'Harris is the only company in the industry with an existing footprint across all key areas of the supply chain. This means we have the unique ability to move Rentrak ratings data into each of our media software products to service the entire supply chain. As a result, Rentrak can better develop new revenue streams with TV stations, ad agencies and rep firms as they make their ratings data services available through our software.'
Web sites: www.harris.com and www.rentrak.com .
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