The Coalition for Innovative Media Measurement , the analytics initiative created by the major TV networks, agencies and advertisers, has chosen veteran media researcher Jane Clarke to lead the group on a day-to-day basis. Clarke was most recently VP of Insights and Innovation at Time Warner (NYSE: TWX) Global Media Group. She left Time Inc. in October after nearly six years in the post and just before the company began laying off nearly 500 staffers as part of a major cost-cutting effort. NBC Universal (NYSE: GE) research president Alan Wurtzel had been serving as the point man on CIMM. Over the past two months, his profile has been lowered a bit as other members were given prominent roles.
Clarke will work closely with Colleen Fahey Rush, who is chairman of the CIMM Executive Board in addition to her main job as EVP of Strategic Insights and Research for MTV Networks (NYSE: VIA). The coalition is looking to research set-top-box data as part of its first request for proposals. In another few months, CIMM hopes to prepare another RFP on the use of cross-platform data, taking in TV, the web and mobile viewing habits. CIMM held its first official meeting last month. Five companies — Nielsen, Rentrak, TiVo (NSDQ: TIVO), TRA and TNS — were asked to give a presentation on their use of set-top box data as part of CIMM’s effort to prepare the first RFP.
Aside from the RFP process, Clarke is also expected to help increase CIMM’s membership. The group started with

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