For this pitch we were asked to develop a site that would integrate all the information that the network had available at the time and maybe glance a little bit into the future. But not so much that it would be an interface that could be used only in years from now.

It was very interesting, because as we brainstormed, we couldn't help but see the potential of interactive TV. We wanted to show how you'd be able to select shows online and have the tool deliver that show to your box at home and all those wonderful things...

So we decided to take the content they already had on the site and cross-reference everything - and make everything searchable to the finest details. That became the central idea of the piece, and we added all the pertinent functions to augment the experience online. We got the account.