MUMBAI: Rentrak has signed a long-term TV measurement agreement with KTVN-TV (CBS) in Reno Nev., a station owned by an early pioneering local broadcaster Sarkes Tarzian, Inc.

With the agreement, KTVN-TV will have access to Rentrak's massive and passive measurement system including daily household and demographic ratings, which will help them reach the desired targets of advertisers.

“We are excited to have access to Rentrak's stable demographic ratings. Rentrak's measurement of Reno through their massive database here will provide stable, reliable daily ratings information that we can use to better understand our audiences and serve our advertisers,” said KTVN-TV president and general manager Lawson Fox.

Rentrak executive vice president of local television Steve Walsh added, “We are very excited to be partnered with Sarkes Tarzian, Inc., a company with deep roots in our industryWith the addition of KTVN-TV in Reno, the majority of local television stations in Reno now use Rentrak.”