The Coalition for Innovative Media Measurement , the research initiative started last month by major TV networks, agencies and advertisers, is moving forward with its first request for proposals just as it undergoes a subtle leadership shift, B&C reports.

The group is looking to research set-top-box data as part of its first RFP, while the second one is seeking a cross-platform data study, taking in TV, the web and mobile viewing habits. Apart from that, the group’s executive committee will be headed by Colleen Fahey Rush, MTV Networks’ EVP Insights and Research. NBC Universal (NYSE: GE) research president Alan Wurtzel, who has served as the point man on CIMM, is not on the executive committee. B&C cites speculation that Wurtzel may be stepping back from working on the research effort in light of the possibility of acquisition of NBC Universal by Comcast (NSDQ: CMCSA).

An NBCU rep told paidContent that Wurtzel is not stepping back at all adding, “He remains an integral part of the organization.” Sources close to the organization say that the NBCU researcher wanted to be sure that CIMM was recognized as a group effort and that Rush’s place on executive committee is meant to signify the collaborative role that all members are expected to have.

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