MUMBAI: Leading Indian Hindi general entertainment television channel Zee TV has signed up with US-based viewership monitoring firm Rentrak Corp for its TV Essentials television measurement service.

Zee TV says that this will help it generate a more precise picture of its audience‘s viewing habits and that it will help the network assess and fine tune its programming to better serve its viewers‘ entertainment needs. 
 
Zee TV country head – Americas Subroto Bhattacharya said, "This partnership signifies not only our long-standing reputation and commitment to foster a deeper understanding and appreciation of the south Asian diaspora, but also our strategic approach to create fresh, entertaining and socially relevant programming that resonates with our viewers.
 
“Rentrak‘s far-reaching viewing habit data collected from millions of TVs will enable the network to step up its game a notch further for its ever-growing audience."

Since its launch in the US in July 1998, Zee TV has grown to reach more than two million viewers, offering a mix of programming from India, Pakistan and the UK designed to appeal to a wide-ranging audience of south Asians living in the US. 
 
Rentrak Sr VP business development, Advanced Media Carol Hinnant said: "We feel confident that the TV Essentials TV currency will provide Zee TV with not only a bigger picture view, but also a microscopic view of its core audience based on the viewing habits extracted from millions of digital televisions nationwide."