Add two more influential cable programmers to the Coalition for Innovative Media Measurement — an initiative by Big Media and advertisers that hopes to update TV ratings system to account for viewing on new platforms including smartphones. The group is supported by heavyweights including AT&T, CBS, Comcast, Discovery, Disney, News Corp, Procter & Gamble, Starcom MediaVest, Time Warner, and Viacom.

NEW YORK, NY – September 7, 2011 – The Coalition for Innovative Media Measurement (CIMM / cimm-us.org), today announced that A+E Networks and Scripps Networks LLC are the newest members of the industry alliance focused on finding the best ways to measure changing media audiences.

“The combination of rapid technology advancements and shifting consumer behavior is quickly changing the media landscape in how we consume media and how we measure that consumption,” said Mike Greco, EVP Research, A+E Networks. “It’s critical that the industry comes together to map our best practice and leverage new insights and innovations. We are extremely excited to be partnering with media companies and advertisers through CIMM to activate new tools and insights into our businesses.”

Mike Pardee, SVP Research, Scripps Networks LLC, said, “We are thrilled to join this exceptional coalition of top research and media experts in the search for new, innovative, yet practical and timely solutions for the increasingly complex research and technological demands of today’s media environment. We are impressed with ability of the CIMM to inspire, prototype and execute real-world trials of potential solutions to the most pressing research and measurement problems facing the industry, and, in so doing, enable the rapid commercialization bringing to market of products and services with immediate marketplace value.”

Jane Clarke, Managing Director for CIMM, said, “We are delighted to welcome our two newest members to the team and look forward to working with them to explore and identify best practices for cross-platform measurement that will help enable monetization and improve ROI for member companies.”

CIMM now has 24 active members.

For all of Deadline's headlines, follow us @Deadline on Twitter.