Media measurement firm Rentrak will handle measurement for the mobile TV trail being run by Hiwire, reports Broadcasting and Cable.

The test is taking place in Las Vegas and is meant to try and establish measurement standards for Mobile TV viewing. Reporting data on both program and ad viewing will be gathered thanks to Rentrak receiving anonymous data from those taking part in the test.

Analytics can be viewed via a close-to-real-time online dashboard that programmers can access. Developing a standard for mobile TV viewing could help speed the influx of both content and advertising dollars.