MUMBAI: Rentrak Corporation has inked a television measurement agreement with Zee TV for the US.

Zee TV will use Rentrak’s TV Essentials television measurement service to generate a more precise picture of its audience’s viewing habits – a tool that will ultimately help the network assess and fine tune its programming to better serve its viewers’ entertainment needs. Since its launch in the United States in July 1998, Zee TV has grown to reach more than 2 million viewers, offering a mix of programming from India, Pakistan and the UK designed to appeal to a wide-ranging audience of South Asians living in the United States.

"We are very excited to utilize Rentrak’s TV Essentials. This partnership signifies not only our long-standing reputation and commitment to foster a deeper understanding and appreciation of the South Asian diaspora, but also our strategic approach to create fresh, entertaining and socially relevant programming that resonates with our viewers. Rentrak’s far-reaching viewing habit data collected from millions of televisions will enable the network to step up its game a notch further for its ever-growing audience," said Zee TV country head – Americas Subroto Bhattacharya.

"We’re proud to add Zee TV to our exceptional roster of clients. We feel confident that the TV Essentials TV currency will provide Zee TV with not only a bigger picture view, but also a microscopic view of its core audience based on the viewing habits extracted from millions of digital televisions nationwide," added Rentrak senior vice president of business development – advanced media Carol Hinnant.