MUMBAI: Rentrak Corporation has entered into an agreement to provide Gravitas Ventures, an aggregator of movie-on-demand content, with advanced measurement services through Rentrak’s OnDemand Essentials product.

With the company’s expanding presence in the on-demand entertainment content marketplace, Rentrak’s OnDemand Essentials tracking and measurement service will allow Gravitas Ventures to measure and report on-demand transactions for feature films and event presentations packaged and distributed to many of the top cable, telco and satellite video-on-demand (VOD) distributors.

"Rentrak’s OnDemand Essentials will enable Gravitas Ventures to generate accurate and timely reporting of how its feature films are faring across the different on-demand channel viewpoints. This valuable data will also provide Gravitas Ventures with insights key to future content acquisitions and package distribution scheduling," said Rentrak Advanced Media and Information (AMI) division senior vice president of national network sales Carol Hinnant.

"As we launch our latest programming package, Documentaries on Demand, on September 1st, Gravitas recognizes that in order to better manage our expanding portfolio of movies and event content, it is critical to have timely, actionable performance data for the titles we manage and schedule. As the industry leader in measuring the video-on-demand platform, Rentrak’s OnDemand Essentials service allows us to accurately track the performance of Gravitas-packaged content in an increasingly competitive marketplace," said Gravitas Ventures senior vice president, business affairs Michael Murphy.