Q&A Interview with Cathy Hetzel - Rentrak

Cathy Hetzel, Corporate President of Rentrak, is a pioneer in interactive television and set top box data. Her first role at Rentrak was to ascertain whether Rentrak’s home video business could be adapted to television. After helping to launch their Video On Demand measurement service by examining log data from the servers, she saw the possibility of set top box data as a new way to measure television.

In this fascinating interview, Cathy talks about Rentrak, set top box data providers and the competitive landscape. She also offers some insights into the media landscape over the next few years.

The four videos of the complete interview are as follows:
Subject                 Length (in minutes)
Background                     (7:42)
STB Data and Providers  (4:01)
Predictions                      (5:32)
Cross Platform                (4:46)

Charlene Weisler interviews Rentrak President Cathy Hetzel who discusses her background and gives an overview of Rentrak's STB mission in this 7:42 minute video.

Rentrak's Cathy Hetzel talks to Charlene Weisler about STB data, VOD data projection to national for measurement and other facets of media data in this 4:01 minute video:

Cathy Hetzel, President of Rentrak, offers some predictions on the future media landscape. She also discusses Nielsen's IPO financier Deutsche Bank and their industry reports in this must-see 5:32 minute video:

CW: Deutsche Bank, the financial institution that brought out the Nielsen IPO, describes Rentrak as lacking momentum and offers their opinion on which Rentrak customers will drop the service. In a world of speculation and market positioning, what is your response to Deutsche Bank’s prognosis?

CH: We respectfully disagree with Deutsche Bank’s assessment. They are simply wrong.Rentrak continues to make solid progress by integrating its census-level currency with third party processors such as Donovan, Strata and One Domain which enhance the tools used in the day-to-day business of buying and selling advertising. We have a robust client list and pipeline of local stations, national networks and advertising agencies. Remember, Rentrak is the only company that offers census-level VOD data to help our clients sell advertising and make important business decisions. This has always been a core part of our business and Rentrak continues to lead the industry as we expand our services to provide the most advanced cross platform intelligence available today.

Charlene Weisler interviews Rentrak President Cathy Hetzel who discusses Cross Platform initiatves, Addressable Advertising and Privacy in this 4:46 minute video:

Disclosure: I own Rentrak stock.

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