If the new Coalition for Innovative Media Measurement seemed like a competitor to Nielsen, its announced upcoming meeting on Nov. 10 TIVO HIGH ,with five research companies doesn't show it. As a first step in coming up with innovation regarding set-top box data, CIMM has invited Rentrak, TiVo, TRA, TNS -- and Nielsen -- to the New York City meeting as a first step to its request for proposal (RFP) process. Those five companies are current providers of set-top box data.

This shouldn't come as much of a surprise. One of the chief architects of CIMM, Alan Wurtzel, president of research and media development for NBC, downplayed the adversarial nature when the group was formed, indicating that Nielsen could be a participant of the new research group.

During the meeting, CIMM will ask for feedback from the organizations about the set-top box RFP process. CIMM will also glean from the companies their expectations for new data innovation and discuss potential projects.

Set-top box data is high on the CIMM's list of priority items. Also critical is coming up with a possible single source of measurement system in analyzing TV and video consumption across all media platforms.

CIMM say the process is not about a winner-take-all approach -- a break away from the traditional RFP process. Instead, it wants to foster a collaborative relationship with various data and technology providers.

CIMM members includes AT&T,VZ, CBS Corp., Carat USA, Discovery Communications, GroupM, Interpublic's Mediabrands, NBC Universal, News Corp., Omnicom Media Group, Procter & Gamble, Starcom MediaVest Group Worldwide, Time Warner, Unilever, Viacom and The Walt Disney Co.