Rentrak teaming with Chinese company

Rentrak teaming with Chinese company

Portland-based Rentrak announced it will team with a Chinese company to launch the first-ever census of China's TV habits.

Rentrak is partnering with Sinomonitor, a Chinese market researcher, to create the new Beijing-based Sinotrak. The new company, approved by the Chinese government, will anonymously meaure TV usage, providing more advanced information to networks, stations, advertisers and their agencies. Rentrak said recent figures show China has 1,815 TV stations viewed on about 155 million digital set-top boxes.

Rentrak reported sales of $24.6 million for the fiscal fourth quarter ended March 31 on a net loss of $4.6 million, or 41 cents a share, compared with a net loss of $800,000, or 7 cents a share, for the same period last year. The company said the loss was in part due to its business tied to the declining video-rental industry.