Sinotrak, Rentrak Corporation’s joint venture company with China-based Sinomonitor, has been licensed by the Chinese Government to measure all forms of video screens from digital devices in China. The initial screen to be measured will be linear TV through set-top-boxes.  

Sinotrak will be the first company ever to be approved by the government of China to deliver census-level TV viewing information combined with advanced targeting capabilities across the entire country. Sinotrak’s products will be built from the software platform used in Rentrak’s United States TV Essentials service. It will give advertisers, agencies, stations and networks the ability to make ad buys based on advanced demographics of product usage information, not just age and sex. In addition, Sinotrak’ s measurement from millions of TV sets will produce both more granular and more stable ratings, allowing the industry to maximise the value of all Chinese TV inventory.