MUMBAI: Hindi general entertainment channel Sony Entertainment Television (SET) Asia has signed a multi-year TV essentials contract with Rentrak, the multi-screen media measurement service provider, for the US market.

The broadcaster will work with Rentrak‘s TV ratings currency to provide detailed measurement to advertisers and agencies and remain competitive in the South Asian marketplace.

Sony Entertainment Network SVP international business- head of North America Jaideep Janakiram said, "Rentrak‘s stable and granular TV ratings information as our currency will assist SET Asia to provide detailed measurement allowing our advertising clients to precisely target their campaigns."

Rentrak president of national linear television Chris Wilson added, "Rentrak is proud to serve the South Asian category and prove the value of SET‘s audience through our unique advertising targets. The South Asian market is among the fastest growing populations in the United States and the growing networks serving this audience need stable measurement to help them be competitive within the industry."

Rentrak‘s television ratings measurement service provides daily measurement of all TV networks nationally and at a granular level for TV stations in all 210 media markets nationwide. The service incorporates information from over 30 million televisions and is the only fully integrated system of detailed satellite, telco and cable TV viewing data commercially available.