CTV hires Rentrak for VOD metrics

Canuck b'caster signs for audience measurement of VOD platform

TORONTO -- Canadian broadcaster has signed up Rentrak to provide audience measurement of its VOD platform.

Measuring on-demand metrics follows the Canadian Radio Television Telecommunications Commission, the country's TV regulator, recently okaying first-time advertising on domestic VOD platforms.

CTV will use Rentrak's OnDemand Essentials service to measure viewership and sell advertising on its on-demand platform as a new revenue stream.

The CRTC put Canada's emerging VOD sector at $145 million in overall revenue in 2009.