Here are the “guiding principles” Comcast (NSDQ: CMCSA) and Time Warner (NYSE: TWX) have agreed on for TV Everywhere (click image to view), offered by Comcast CEO Brian Roberts and Time Warner CEO Jeff Bewkes as they publicized plans for a small trial set to start in July. Both execs stressed that the idea is to be open and non-exclusive—and that it is all about expanding access for video subscribers. The real goal: to move TV Everywhere beyond concept and encourage other providers and programmers to sign on. Two big companies plus a small trial don’t equal momentum.

—Bring more TV content, more easily to more people across platforms.
—Video subscribers can watch programming from their favorite TV networks online for no additional charge.
—Video subscribers can access this content using any broadband connection.

—Programmers should make their best and highest-rated programming available online.
—Both networks and video distributors should provide high-quality, consumer-friendly sites for viewing broadband content with easy authentication.
—A new process should be created to measure ratings for online viewing. The goal should be to extend the current viewer measurement system to include advertiser ratings for TV content viewed on all platforms.
—TV Everywhere is open and non-exclusive; cable, satellite or telco video distributors can enter into similar agreements with other programmers.