The Grid Presentation - WGBH - ACSIL

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					The ACSIL Grid

This Grid is created by ACSIL, the Association of Commercial Stock Image Licensors.
ACSIL is a non-profit organization that includes many of the world’s leading stock
footage libraries, including ABC and NBC News, BBC Motion Gallery, CNN
Imagesource, Corbis, Discovery FootageSource, Getty Images, HBO Archives, ITN
Source, National Geographic, WGBH Stock Sales, and WNET/Thirteen NY.

The ACSIL Grid is a revolutionary new way of thinking about licensing. It is designed to
create a new paradigm for licensing stock footage clips and whole programs, and may be
extended to music as well. Today most archives base their licensing on the technical
platforms used to deliver content to viewers: broadcast, cable, Internet, VOD, mobile
devices, etc. In the new digital era, where programs migrate and morph from platform to
platform, this system can be difficult to use, with confusing rights language and licensing
practices that change rapidly.

The ACSIL Grid is still in development, and no archives have yet attached price points to
its licensing or implemented its format.

Here are some points to note on the Grid, attached.

1. The ACSIL Grid provides clear language to think about content in a new way. It
drops the old system of technology-based licensing, where productions are charged
separate fees for usage on-air, on the web, on cell-phones, and so on. Instead, the Grid
uses audience and markets to set up licensing. The Grid is written is in plain English, to
allow the next generation of buyers, sellers and lawyers to understand it well into the
future, eliminating the need to revisit rights definitions again and again. Its language also
reflects the way ACSIL believes content will be handled in the future: an example of this
is the way that Visibility or usage is defined in new categories (“open space,” “home
space,” etc,) that map on to viewers’ real-life experiences.

2. Licensing is determined by completion of the grid’s seven categories. The ACSIL
Grid has 7 categories, arranged in columns, with a total of 21 “choices.” One or more
choices are selected within each column and this determines the specific license. Each
archive then determines its own pricing for the license. Please note: this means that
licensing is not based on only one criteria (such as Production Type or Audience Size),
but rather on the specifics that are checked off in all categories.

3. The ACSIL Grid is a universal licensing structure based on the cost of a
production, its visibility in the marketplace, and its funding. The Grid distinguishes
between kinds of production, the production’s potential for revenues, and the sources of
those revenues. By drilling down in this way, the Grid can put a value on a license for
everything from a single frame of archival footage, to the next Lord of the Rings saga, to
an ad that airs in the Super Bowl.
4. The Grid allows the license to be defined by the customer, rather than the
licensor. The customer chooses specific usage details, such as how and where the
production is displayed (its Visibility) or how long the rights will last (its Term), to create
the components of a license that best fits the production.

5. The ACSIL Grid is flexible and able to handle any kind of licensing situation,
from standard network broadcast to live HD delivery of opera to movie theatres. It can
handle material with underlying 3rd party rights by allowing each company to include a
requirement that customers clear all third party material or to limit the use of highly
rights-encumbered materials. It can work either as either a clip-based system or as a per-
second system. In each case, this means the Grid can be tailored to specific customer
needs.
                                                                                                     ACSIL Licensing Grid
                                                                                            Check every box that applies to your production

  Production Type                   Business Model                    Visibility                        Revenue                             Audience Size                 Territory                      Term
  What type of production           Are you…? Check                   How and where will your           What are the revenue                How many people will          Where in the world             How long will the rights
  are you creating?                 applicable box                    production be exhibited?          streams for your production?        watch your production?        will your production be        last?
                                                                                                                                                                          exhibited?
■ Entertainment                   ■ Non-Commercial                  ■ Open Space                      ■ None                              ■ Unlimited                                                    Specific to Agreement
  Entertaining a consumer;          No revenue generated by           Display in any unrestricted       No revenue generated what-          Most licenses will have an    Specific to Agreement          Constitutes a measurement
  designed to provide diver-        the initial and/or primary        open or physical space to         soever during the life of the       unlimited audience size.      Constitutes either a           of time and/or plays (e.g.,
  sion or enjoyment; usually        exhibition of the production      an unquantifiable audience        production (e.g., classroom                                       geographic region or           in perpetuity, 10 years from
  fiction (e.g., dramas,            (e.g., classroom viewing,         (e.g., Times Square Jum-          viewing, PSA, public TV or        ■ Limited                       country (e.g., World, North    initial broadcast, 6 releases
                                                                                                                                            Situations where the
  sitcoms, music and                non-theatric exhibition,          botron, aka spectaculars          radio program with no ancil-                                      America, United States)        in 4 years, etc.)
                                                                                                                                            audience size is known
  entertainment shows,              public TV and radio, PSA,         electronic billboards, public     lary distribution)                                                or a language/geography
                                                                                                                                            and/or small; Limited                                       ■ ____________________
  most motion pictures)             free VOD, free streaming,         building atrium, public                                                                             combination (e.g., French-
                                    free download)                    park)
                                                                                                      ■ Sponsor/Advertiser                  audience would act as a
                                                                                                        Paid for by a third party so                                      speaking Canada)
   Editorial                                                                                                                                potential license fee
   Covering a story; report-      ■ Commercial                      ■ Closed Space                      that a first party can view it,     reducer.                     ■ ___________________
   age; usually non-fiction         Revenue generated by              Display in any closed             usually via commercial
   (documentaries, news             the initial and/or primary        space or confined viewing         advertisements within
   stories)                         exhibition of the production      environment to a captive          or wrapped around the
                                    (e.g., anything that does not     audience outside of the           production (e.g. over-the-
  Advertisement
                                    fall into the Non-Commer-         home (e.g., schools,              air terrestrial broadcast TV,
  Selling a product; designed
                                    cial category)                    museums, corporations,            commercial-sponsored cable
  broadly to advertise or
                                                                      movie theaters, film              networks).
  otherwise promote an ar-
                                                                      festivals, in-flight, retail
  ticle, substance or service
                                                                      stores, sports venues)
                                                                                                      ■ Subscription
  for sale; usually for-profit                                                                          Revenue generated in
  (e.g., commercial ads,                                            ■ Home Space                        the form of periodic (e.g.
  infomercials)                                                       Viewing at home, often            monthly) fees for delivery
                                                                      via some form of playback         of an encoded television
  Educational
                                                                      device (e.g., TV, VCR,            signal (e.g., basic cable
  Teaching a lesson; de-
                                                                      DVD player, DVR, VOD,             TV, satellite TV), or for
  signed primarily for
                                                                      computer download)                access to on-line broadcast
  students as a regular
                                                                                                        or web-based services), or
  part of the educational                                           ■ Personal Space                    for access to premium cable
  activities of an institution;                                       Individual viewing any-
                                                                                                        networks.
  usually not-for-profit                                              where, usually via portable
  (e.g., PSAs, instructional                                          handheld device (e.g., iPod,    ■ Rented
  TV, corporate training,                                             laptop, cell phone, PDA,          Revenue generated in the
  scholarly lectures)                                                 Blackberry)                       form of a separate direct fee
                                                                                                        per production or per event;
                                                                    ■ All                               applies to renting a produc-
                                                                                                        tion for a fixed period of
                                                                                                        time like one play, unlimited
                                                                                                        plays in 24 hours, etc. (e.g.,
                                                                                                        PPV television, download-
                                                                                                        to-rent, theatrical exhibition,
                                                                                                        closed circuit TV events like
                                                                                                        boxing matches, pay VOD)
                                                                                                      ■ Owned
                                                                                                        Revenue generated in the
                                                                                                        form of a retail price to buy
                                                                                                        a videogram or other product
                                                                                                        for unlimited views in an
                                                                                                        unlimited time frame
                                                                                                        (e.g., home video, DVD,
                                                                                                        interactive formats,
                                                                                                        download-to-own like
                                                                                                        iTunes, supplemental DVD
                                                                                                        in textbook, etc.)
                                                                                                      ■ All
ServingUp TelevisionWithout the TV Set- New York Tjines                                                   fi le://,/E:/1
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        March 10, 2oo8

        Serving Up Television Without                          the TV Set
        By BRJAN STEITER

        The "stupid computef' is a repeatedtarget ofthe dimwitted o{fice managerMichael Scott or ''Ihe Offrce."
                                                                 thei remote controls and pick up their laptops.
        But the showitself nraybe motilating viewersto put do!,!ar

        when the fourth season 'The Offrce,"an NBC comedy,had its premiere in September,one in five
                               of
        viewings wason a computerscreeninstead of a television.The episodeatbacted a broadcastaudienceof 9.7
        million people,accordingto Nielsen Media Research. was also streamedftom the Web 2.7 million times
                                                          It
        in one week,the executiveproducer,GregDaniels,said.
         ''Ihe Offrce"is on the leading edgeofa sharpshift in entertainment viewing that wasttrought to be years
                                            on
         away:watching television episodes a computer screenis now a commonactivity for millions ot
         collsumels.

         "It has becomea mainsteam behavior in an extraordioarily quick time," saidAlan wurtzel, the head of
         researchfor NBC,which is ownedby GeneralElectric and Vivendi. "It isnl just tie proviireeof college
         studentsor generatioBY-em. It spansall ages."

        A study in Octoberby NielsenMedia Research      fouad that one in fo!:r Intemet usershad streamed
        fuIl-length television episodesonline in the last three months, including g9 percentof peopleages18to 34
        and, more surprisiogly, 23 percent of those 35 to 54.

         "I think what we're seeinSright now is a $eat cultural shift of how ttris co@try watchestelevision," said
         Seti MacFarlane,the creator of "Family Guy," a Fox animated comedythat mnks amongthe most popular
         online sho$'s."Forty yearsato, new techdologychaiged what peoplewatchedon TV as it miglated to color.
         Now new technolos/ is changingwherepeoplewatch TV, liteElly omitting the actual television set."

        Although peopleare watchint their sho$'s,t]le networks are loath to releasealataabout how maly people
        are watching TV showsonline and how often. The reason?Possiblybecause      Intemet viewersare vrorth only
        a fractionof tbe advertising
                                   dollarsoftelevision viewers.

         "The four and a half billion we make on bmadcastis never going to equateto four and a half billion online,"
         said Quincy Smith, the president of eEg Intendive.

         The most popular televisio[ showstend to be the most-viewedonline as wel]. While t]e doctoN and nurses
         ofthe hit ABC drama "Grey'sA[atomy" look a litde pixelatedon a computer monitor, episodes  oftle show
         havebeen sheamedmore than z6 million times on ABC.comin the last six months, adding the equivalentof
         two fulI mtings points to eachtelecast.

         "Hemes," "Ugly Betty," "CSI," "House" atrd "GossipGirl" are amongthe other online hits, anab€tssay.Just
                                            is
         how many showsare being streameal unclear because      there is no widely recognizedversion ofthe Nielsen



                                                                                                             l/1710089:01PM
Servingup Televisionwithout the TV Set- New Yoik Times                                                  filer//E loonline.html



        TV mtmgs for the Intemet yet.

                                                                                                   of
                  ofthe content, the shift is forcing ttre networksto retlink t]le long-held a-Yioms network
        Regaralless
        schedule$ and advertisers.

         In an add:ress Januaryto television executives LasVegas,Jeff Zucker,the chief executiveof{!Q
                       in                              in
         Universal. noted that NBc.com had measuredmore than half a billion video streamsin just over a yeal'

         "OuI challelge with a]l tlese ventores is to effecbvelymonetizethem so that we do not eod up tading
         amlog dollars for digital pendies,"Mr. Zucker said, callidg it the No. 1 challenge{or the industry'

         Somepeoplepay for epjsodes 4pp!9's iTunes Storeand 4lq44q4'sUnbox sewice,but many more appeal
                                    via
         to be watchiDgstreamsof{ree, advertising-supportedepisodes Web sites.Iu a closelywatchedeffort,
                                                                   oD
         NBCUnive$al and the NewsCorporation are about to ioboduce their joint sheaming site, called Hulu'

         one pieceof goodnewsfor the networks aBal  advertisersis that viewe$ are more likely to rcmember atls on
         the IIrtemet versionsof TV shows,partly because commercia]sare lessnumerousan'l more
                                                       tie
         demographieallyaimedonline, accordingto many studies.

         For ttre momeDt.at least, cotrventionalwisdom holds that the television and the Intemet will essentialb
         mergein the foreseeable  futEe. Alrcady, the harchestof online viewersare lettinS ?c screensreplacetheir
         TVs altogether.ottrers are merely letting broailband connectionssupplementtlleir disital video recorder.

         About six months ago,PeerGopfrich, a sdeenwriter in Los Angeles,bought a high-resolution liquid-crlstal
         displayTV screenfor his living room. Around the sametime, he discovercdthat tle television netwodc
         were offerint someshowsonline in a highdefinition fomat, so he hooked an old computerup to his TV
         monitor and startetl streaming.Mr. Gopfich's computerbecamea free and seeminglyenclless    sourceof
         oD-demandtelevision.

         "All of a sudden,we could watch pretty much every popular showwe wanted, when we wanted, in hiSh
         definitiooin our living room."he said.

         Mr. Wurtzel has found ttrat most consumers at least 75percent in his studies- prefer to watch
         higher-quality versionsof episodes their tnrsty TV sets.They make distinctions betweendialogue-ilriven
                                             via
                   like .,Theoffrce," which are better suited to laptops and iPods,and sPecial-effects-lailen
                                                                                                            dramas
         comedies
         like "Heroes,"which look better on a big screed,he said.

         For a \'?riety of sho$rs, Web provesraluable as a time machine,permitting usersto catchup on mjssed
                                 the
         episodes.  The Web site for "Jedcho," a showthat was canceled CBSbut revivedlast year because
                                                                        by                                  of
         Intemet-savvyfans, had roughly r.3 nillion video vie s in the first weekafter the show'ssecond-season
         debut on Feb. 12.I€ss thall half ofttrose views werc of the premierc episode;the rest were from viewe*
         catchingup on the first season sharing clips.
                                         or

          In addition to tracking the episodeviews,cBS measures nmount of onliue conversationhappenitrgabout
                                                               the
          shows,

          "We'rc still midstream," said Nina Tassler,the presideDtof CBSEntertainment- "we're still learning about
          people,sbehaviorsau<lwe'rc still learning aboutwhat showsreally resonatewith an online audience."
ServingUp TelevisionWithoul the TV Set- New York Times                                                            fi le:///E:/1ooDline.hbnl


        Other consumers the Intemet to aliscover
                          use                         new shows.Jason Kilar, the chief executiveof Hulu, heard
        Iave reviewsof the NBCcomedy"3o Rocx-last year but nevertook the time to watch the showuntil he
        could stream it online. After one episode,he washooked.

        "After I put my kids to sleepand t havea {ew minutes to spare,I'm ableto catchup on the show,"he said. "It
        providesan opportunity to both sampleand consumecontetrtwithout having to schedulethe DVR,without
        having to think about the on-alr schedule.'

        For ttre time being,broadcastersare hamessingtle audienceintercst in tlifferent tays. Hulu content is
        widety distributed on Myspace,Yahoo.49! and a variety of other sites. Similarly, CBShas chosento
        slBdicate its showsaqoss a mnge of sites called the CBSAudienceNetwork.

        ABC, a subsidiaryof the Walt DisdevComDany. been more guardedwith its contedt, making episodes
                                                       has
        availablefor streamirg on oDlyits Web site. Mike Shaw,the prcsident for salesand marketing for ABg said
        ABC.comhas sewed up morc than 22o million ad impressions,or viers, in the last six months,up 18B
        percent from the sametime period a year ear]ier.

        And in the last mont}, all the broadcastnetworkshave addedclassicsedesto their web sites,making 9!q16
        like "Star Trcb" "Maccj'ver," "The A'Team" ald "I Drcam of Jeannie"a\,?ilableonline. For companiesthat
        havesold all their availableadvertisingspace,tapping into tleir showlibraries createsnew oppotunities.

         "We would love to havemore inventory," Patrick Keane,the chief marketing ofncer at CBSllltemctive, told
         rcporte$ last weeL "The adveltisersare raring to go."


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YouTubeComingto TV, With TiVo the Gateway New YoIk Times       http://$rw.q,times.con/2008/03/13/techlology/13tivo.htn1?-r=1&..-



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        March 13, 2oo8

        YouTube Corning to TV, With fiVo the Gateway
        By BRIAN STELTER

        CorrectionAppeuded

        Pick up the remote,turn on the television and watch YouTube.

        The blurring of the television and the computer, envisionedby technolos/ enthusiastsfor years,ad\€nced
        anotler step on Wealnesday   when IYq, the popular maler of digital video tecorders,announcedaI
        agreemetrt with YouTubethat will deliver millions of Web videos directly to users'I.\/ screens.

        "Tivo's stategy is to bridge the gapbetweenWeb video and televisioo al1dmake as much content available
        as possiblefor our subscribers,"said Tara Maitra, Tivo's vice presideDtand generalmaoagerfor content
        services.

        TiVo is the latest entrant into the marketplacefor porting Intemet videosto television.l\pplg has introduced
        a version ofApple TV wittr similar featues. Altlough severalcompaniesare trying to mergeonliBe co4tent
        with the big screenin the living room, no oBeproduct domi atesttre market.

        "I-earil1gforward at my computer screen,I've got ttris gia[t amount of content," said Dmitry Shapiro,tle
        founder ofveoh, olle suchcompany."But as soonas I want to relax ill my living room with fiends, I'm stuck
        with whatt on my TV."

        TiVo pioneeredthe digital video recordertechnologythat enabledtelevisionviewersto time-shift their
        favodte shows,and its set-top boxesare increasin8lyacting like digital video rctrievers ,nd receiversas well.
        The compaly alreadymakesvideo from about 40 partoers a%ilable throwh its box,

                                                                               on
        Just as use$ cao sign up {or a seasonpassto record "DesperateHousewives" ABC,tley will be able to
        subscribeto qq! video clips, qBg episoderccapsand other segmentsand havethe content downloadedto
        thef hard drives,The YouTubeclips, however,will be streamedby broadbald Intemet connectlon.

        When it is intmduced this year (tle exacttime has not been specfied), the YouTubeseffice will be anilable
        odly to TiVo userswho haveup-to-date hardraare- a Sedes3 or HD set-top box - and a broadband
        contrecllon.

        Of the four million TiVo use$ natronwide,more than half get their set-topbox from a cableopemtor. Ofttre
                                                                                                 broadbaod
        r.7 million who bought ttreir box directly from TiVo, only about 8oo,ooo havethe necessary
        connectlon.

        Use$ will be ableto log into thef accoirntsand gain access playlists on tie video-sharingsite direcdy
                                                                   to
        ftom their televisioDs.The cornpanyalso plans to let userssubscribeto video feedsfrom acrossthe Intemei
        bv usine softwaie called an RS.S. reader.
                                         -
YouTubeComingto TV, With TiVo the Gareway New Yo* Times          htF://wlr.i{.nIimes.cotD2008/03n3lt€chnoloey/13tivo.htmP-Fl&...


        -IiVo should be the best expedercefor all video options, whether ifs comiog ftour cable,satellite or off of a
        s€rver,"Ms. Maitra said.

                                                                                       last
                                                                             anDounced August aDdmade
        The integratioDof web video atrd TiVo wa6a r€sult ofYouTube'sdecisioD,
        public wednesdat to opentie YouTtrbeplatform for outsidedwelopers. The platform promtes to make it
        easierJor other sites to upload and nanage videos.

        This article hasbeen revisedto reflect the followidq correcfion:

        CoFectior: March 4, 2oo8
        An article in BusiDess oDThursdayabout an €reemeDt betweedTiVo and YouTirbeto allow Iutemet
                               Day
        video clips to be viewedod televisio4 setsEferred impreciselyin someeditions to a dval sewice ftom Apple.
        Apple induced a way to sheam videosftom YouTubeto a televisioDset in Mar:ch2oo7, not January of
        this year. (Irl January,it introduced a version with feat$es similar to those plandedby TiVo, which will
        allow the portiDg of IDteroet videosto televisionwitlbut the needfor a computer.)


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March ro, Poo8

Cable Firms Join Forces to Attract Focused Ads
By TIM ARANGO

In an effolt to slow @ggh's siphoring of advertisingdollars awayfrom television, the nation's six largest
cablecompaniesare making plans for a jointly ownedcompanythat would allow national advertisersto buy
customizedadsand intemctive adsacrossthe companies'systems.

For the last six months, executivesfrom Comcast,
                                               Time Wamer Cable,Cablevision,Crx Communicatio[s,
Charte! Communicationsand Bright HouseNetworls havebeea meetingmontily, alternating betweenNew
York and Philadelphia.

Quarterbackingthe initiative - code-namedProjectCanoeto emphasize  that ttre companiesmust all work
together - hasbeen StephenBurke, president of Comcr$t,and Iandel C. Hobbs,the chief operatiugofficer
of Time Warner Cable.

Getting the ight advetisemert to the right person,basedon that individualt own tastesand Mestyle,has
been the prcmise of cabletelevisioDfor yearsaDdthe rcality ofthe Intemet.

The allure of online advertisingis tlat it canbe directedto individuals and that advertiserscan quicHy
measweits effectiveness.  Aller all, a bachelorliviDg in a Manhattan high-dse suely doesnot need a piclcrp
truck or a box of diapem.And a rctiree living in Florida probably doesl1otalrink much Red Bull or venture
online to find a date.

Cablecompaniesand evenGoogle- which has a dealwitl the satellite TV companyEebglSlAI sell
                                                                                   to
television aals- seecustomizeal
                              featur€sin televisio[ as a potential gold mioe.

But such ne*'fangledadvertising modelsare somethingthe cableindustry has promisedfor years,and until
theyseethemon a largescale.            and          will
                             advertisers inveslors remaiD      cauriolrc-

That is why the industry has not madea more public splashabout the initiative and why executivesinvoh€d
with t]le project askednot to be identfied.

Collectively,the cablecompanieswill initially put about $$o million behind tle effort in order to build a
national servicethat can sell targeted aalvertisingacrossall six cableslstems.

Cablecompanieshavethe ability to compilebetter data on usercthan Intemet companiescan glean,which
could make focwed adson televjsion more effective,accorditrgto Craig Moffett, a senior aoalystat Sanford
C. Bernstein & Company.It also makesthe data that ProjectCanoewill collect from set-top boxesa valuable
asset,
'Addressableadvertisingon televjsion is in many waysthe holy grail,          it
                                                                    because can offer ever more
targetiog ability than Google,"Mr. Moffett said ("addressable" the industry term for targeted ads).
                                                             is
CableFims Join Forcesto Attract FocusedAds - New York Times     httD:/ r\ll,v. 4imes.con/2008/03/l0AusinesMneditl0cable.htn ? ...


        While much ink hasbeen spilled over the rise of Intemet video and the declitreof television, about 90
        percent of all video consurned t]le United Stateslast year was done the old-fashionedway - watching
                                      in
        showsas they cameon TV - accordingto StarcomUSA,whoseclieDtsinclude GeneralMotors and Plocter
        & Gamble.About 7 percentwasvia digital video recorder, 2 percentwas oDlitre,analr percentwasthough
        video-on-demandservices.

        Here is what is at stake.Combined,the nation's cableoperatoN genemteabout $5 billion in revenueftom
                                           where they own the infiastructure to people'shomes,a small slice oftle
        selling local advertisingin marl<ets
        $7o billion televbion advertisingpot. Th€y laryely competewith local newspapers   and radio statioN. But
        ProjectCadoewill allow the industry to sell ads on a nationwide basisthrough a joint ptafform.

        For eachhour of programming on a cablenetwork, the cableoperatorowns about two minutes tlat it can
        sell to advertisers,The network, sayESPNor TNT, ownsabout 15minutes that it caII sell.

                 ttre
        Because ody {,?y to deliver customtelevision advertisingis t}rrough a cableset-topbox, Pmject Canoeis
        also a way for the cablecompaniesto get a pieceof the advertisingrevenue.This is doneby allowing cable
        networks like ESPNor a brcadcastneMotk like gEg to sell adson ProjectCanoe's    platform and dircct those
        atls using the vast amount of data collectedfrom set-top boxes.

        The executives involved in ProjectCanoethink that, by workilg together,they ca.n    incrcasethe cable
        industy's take from $5 billion a year to $r5 billion a yeat, accordingto an executivebdefed on research
        compiledby ProjectCanoe.

        Another componentof ProjectCanoeis interactive advertising,which allowstelevision viewemto use
        remote co[trols to, say,requesta brochure or call up more iniormation about a prcduct.

        "The investnent community has beenwaiting for addressabilityfor a generation,"said Mr. Moffett. -Ihis
        has beenhopedfor for the better pa:rtof a decade."But it wasDevergoing to happenwithout a coalition of
        ttre cableopentors.ltis is a critical step forward."

        Last spriDg,iBdushy executives  begal discussinghow they could devisea joint advertisingpladorm to offet
        up to big national advertisers.But ol1lyreceDdy,after prodding from mediabuyersfot GeneralMotors and
        Procter & Gamble,did the cableexecutives   becomemore seriousby deciding to establisha sepamte
        compaoy.
        *As an advetiser, as an agency,it is so necessarythat the cableitrdusby act collectively," said Tracey
        Scheppach, seniorvice  president and video and innovatious director at Starcom."Because     they didn't have a
        formal gmup before,theyjust threw stuff againsttie \,1.dl and someshtff stuck."

                       has
        Ms. Scheppach been involved in consultitg witl the cablecompanieson the prcject. "Starcomhasbeen
        working with the cableindrrstry for se\.€ral)€als to ddve advertisingstandards,"itcluding
        video-on-demand,tailored aclsand interactive advertising,she said. 'To me, this is an outgro$th and a
        formalization of that."

        The group recendyhired the recruitment firm SpencerStuart to searchfor a chief executive,accorditrgto
        executivesbriefed on the plals.
        'Thq/re trying to figure out, do they ll-ant someoneftom inside tle cableindustr,/,
                                                                                            or do they want soheone
                                      Ads - New York Times
CableFirns Joid Forcesto Attact Focused                              http://wwwrytimes.com,2008/03/10/businesvmedia/l0cable.htnl?_...


        ftom inside the advertisiDg indusbry?" Mr. Moffett said.


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