VOD to get rating system

Cablevision Systems is teaming with Rentrak Corp. to create a ratings system for video-on-demand intended to encourage development of more content.

Cablevision will use Rentrak's proprietary OnDemand Essentials system to generate timely analysis of VOD viewership, one of the key offerings in its Interactive Optimum digital cable service. Rentrak will customize its system to fit Cablevisions iO service in the course of a one-year trial of the ratings service.

"We are very pleased to be working with Rentrak in such an innovative way to measure on-demand viewing habits in the aggregate--information that we believe will have a significant and beneficial effect on the entire cable industry as we work with programmers to make even more content available to customers on demand," said Kristin Dolan, Cablevision's senior vice president of product management, in a prepared statement. "We believe that Cablevision's robust offering of more than 1200 on-demand titles is one of the key reasons we have been able to achieve an industry-leading digital video penetration of more than 45%. With Rentrak's measuring system in place, we will be able to demonstrate usage that we hope will encourage programmers to further embrace this platform."

Because VOD is a relatively new offering, not much is known about viewership, and this new analysis will enable Cablevision to show potential programming partners the effectiveness of VOD in attracting viewers, in the same way the Nielsen ratings help characterize broadcast TV popularity.