CIMM Set To Reveal Details As MTV Exec Moves To Forefront


The Coalition for Innovative Media Measurement is moving into high gear this week launching a Web site at The organization is also preparing to officially release its long-awaited request for proposals (RFP) this week, according to executives familiar with discussions.

The first RFP is aimed at soliciting a set-top-box data study based on three to six months of data for evaluation rather than sales purposes. The second RFP looks for a cross-platform data study which would, "reflect exposure of specific video sources on television, the Internet and mobile media."

While the group has been relatively quiet since it announced its formation in the summer, it now appears ready to spring into action. Spearheading the venture's executive committee is MTV Networks executive vice president Insights and Research, Colleen Fahey Rush. Surprisingly, NBC Universal's Alan Wurtzel, who was the main catalyst for its creation, is taking a more behind-the-scenes role. Some have speculated that the potential acquisition of NBC Universal by Comcast may be one reason for that change, but Wurtzel and NBC Universal were quick to shoot that notion down.

Wurtzel said he was no longer fronting the group to let other members of the coalition participate and take a managing role. He will remain acting managing director of the group and is head of the search committee.

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