With myriad channels for distributing content, Wurtzel knew the industry needed a new metric, something that could measure the way viewers consume media, especially the same program, panplatform.

Wurtzel initially worked with Nielsen (Mediaweek's parent) to begin measuring out-of-home TV viewership and was instrumental in partnering with media agencies to come up with a TV ad buying system that was based on commercial ratings. But recognizing that reaching consensus on a standardized cross-platform metric would be a painfully slow process, Wurtzel began developing a highly ambitious measurement system of his own, calling it Total Audience Measurement Index (TAMI). The system would go beyond Nielsen Media Research TV ratings and measure online, video-on-demand and mobile audiences. He pitched the system to NBCU clients, who responded positively, and earlier this year selected a measurement service for each platform. He had intended to test TAMI during the 2007-08 TV season, but the writers' strike put his plans on hold.

Instead, Wurtzel rolled the dice and used the Summer Olympics in Beijing as his TAMI lab. He believed the 3,600 hours of NBCU Olympics on broadcast and cable, as well as its 2,200 hours of online coverage, over 17 days would be a prime proving ground.

It's the first time Web and mobile data have been available and made public the next day. And Wurtzel promised before the Games that he would make the TAMI data available whether it was positive or negative, and he was true to his word. Now Wurtzel plans to use TAMI to measure audiences this fall for all NBCU programming that has a media platform beyond TV.

2007 Rank: 19