Information-management company Rentrak named Carol Hinnant vice president of business development for OnDemand Essentials.
She will be responsible for new business development to expand on-demand offerings and broaden its user base. She will also lead new business discussions with creators of on-demand content, as well as rolling out Rentrak’s new AdEssentials product in 2007.
“The cable industry has long needed an accurate and proper measurement for its content offerings across all platforms,” Hinnant said. “Rentrak's successful launch of its OnDemand Essentials is just the first step in developing solutions for its partners.”
A former VP of sales and marketing for Q Television Network, Hinnant also worked for here TV!, Great American Country and HBO.
She replaces Sandra Swain Kilbridge -- who will continue to work with Rentrak on a consulting basis -- and reports to Cathy Hetzel, senior VP of OnDemand Essentials.
In July 2006, Rentrak announced multi-year deals with HealthiNation, here!, Hollywood.com TV and Starz Entertainment Group, which grew its list of on-demand content providers to 34, including studios, cable and broadcast networks and video-on-demand-only networks.
Rentrak has also announced deals with Midcontinent Communications, Service Electric Cablevision and Verizon Communications, as well as the extension of its relationship with Insight Communications.
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