MUMBAI: Rentrak Corporation has inked a multi-year contract with station group, New Vision Television. Under the agreement, New Vision will gain access to Rentrak’s StationView Essentials television database currency for CBS-affiliate, WIAT in Birmingham, Alabama; NBC-affiliate, KSNW in Wichita, Kansas; and CBS-affiliate, KOIN in Portland, Oregon.

"Adding two more large-market clients and yet another station in Wichita, where Rentrak currently has seven other station subscribers, further demonstrates industry support for Rentrak’s database currency. New Vision chose to work with Rentrak in order to have access to more stable data to significantly reduce money spent on "make-goods" and capitalize on direct marketing dollars by proving audiences are staying tuned through commercials. Additionally, all stations will be able to take advantage of more stable and comprehensive audience measurement," said Rentrak Corporation senior vice president, local television sales Steven Walsh.

"As an industry leader, our station group needs access to relevant television measurement that more accurately represents today’s television viewer. By leveraging massive databases of television viewing versus small samples, Rentrak’s StationView Essentials provides New Vision subscribing stations with a more reliable way to demonstrate the value we bring to advertisers," said New Vision Television executive vice president Steve Spendlove.