The Coalition for Innovative Media Measurement (the CIMM) launched their website last week (http://www.cimm-us.org). Members in the coalition consists of TV programmers, advertisers, and ad agencies. While AT&T is represented, it is their Brand Marketing and Advertising SVP who is sitting on the council.

The CIMM released two research RFPs on their site last week. The two areas for investigation:
1. Investigate the current and future potential of TV measurement via set top box data
2. Cross-platform measurement of video across Television, Internet, and Mobile

This may sound simple, but don’t let the short sentences fool you. The first one alone is loaded with gotchas that will make responders think twice. First of all, they have to be the first of the set-top box vendors willing to be completely transparent with their data and their processes. This is unlikely to be undertaken by an operator for the usual price of a research study.

Who knows? Maybe I am wrong and one of them will step up in order to get first-mover advantage in the data-vending business. Maybe AT&T will get pulled in because of their participation in the council. The reason I am skeptical is that the operators are unlikely to arm programmers with better information to use against them in negotiations around carriage fees etc. without getting a really huge concession or advantage in return. Perhaps it might make more sense for a company like TiVo to participate than it would for a cable, telco or DBS operator.

As someone who wants access to the information, I hope I am wrong and would love to be proven so. We’ll see.