Rentrak Partners for 'Chatter Index'

In the US, multi-screen measurement firm Rentrak has teamed up with Bluefin Labs, a specialist in analysing online buzz about television programmes, to report feedback from social media alongside TV ratings.

Bluefin's technology platform analyzes comments posted on social media sites in order to measure audience response to mass media content, including TV shows, news, ads and games. The firm recently introduced a new system of metrics to quantify and contextualise social media response to programs watched on television.

This reporting technology will now be offered alongside viewing ratings as Rentrak's 'chatter index'.

Bluefin Labs co-founder and CEO, Deb Roy, comments: 'Our technology empowers marketers and TV networks to make more informed advertising and programming decisions, by allowing them to track how audiences are responding to television. The combined analytics provide unparalleled insight into TV engagement.'

Web sites: www.rentrak.com and www.bluefinlabs.com .