Rentrak's set-top based ratings to be audited by Media Rating Council

Rentrak said Monday that it agreed to allow the Media Rating Council to audit its TV Essentials and StationView Essentials ratings service, which rely on data that it collects from about 20 million cable and satellite TV homes.

The move could help Portland, Ore.-based Rentrak compete against Nielsen and other media measurement firms. Rentrak also provides pay TV distributors and programmers with data that tracks video-on-demand viewing.

Rentrak said that MRC has already conducted a "pre-audit" of its ratings service. The company said that an independent CPA firm hired by MRC will conduct a comprehensive audit of TV Essentials and StationView Essentials. MRC could accredit the ratings services following the audit, Rentrak added.

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